Fri, 16 Mar 2018 02:45:55 GMT
NRMA Insurance has unveiled a new campaign that celebrates everyday Australian moments of help in its second piece of work created in partnership with The Monkeys.
The campaign's 60-second film shows the innate willingness of all Australians to help, told against the musical backdrop of the iconic Hunters and Collector's song 'Throw Your Arms Around Me' re-recorded by singer-songwriter Ayla.
The film captures the essence of the new brand positioning 'Help is who we are', which celebrates the everyday Australians who pitch in and help each other. The campaign recognises the role NRMA Insurance and its partners such as the State Emergency Services play in helping Australians recover after a major weather event.
IAG chief marketing officer, Brent Smart said the campaign signals a return to the brand's iconic heritage as a beacon of help, and showcases its longstanding commitment to helping Australians.
Says Smart: "For almost 100 years, NRMA Insurance has been by our customers' side helping them get back on their feet when things go wrong. This campaign celebrates our brand roots and sets the tone for the type of human storytelling we are returning to.
"Australians have always helped each other, it's who we are. We want to pay tribute to our brand history and show how powerful the Australian spirit of help can be in the face of adversity."
Says Scott Nowell, co-founder and group chief creative officer, The Monkeys: "While Aussies like to think of themselves as tough characters, this campaign celebrates our commitment to helping each other. From tiny moments to major events, we are recognising the role that help - and NRMA Insurance - has played in defining our national identity."
The film was directed by TWiN at The Sweetshop and consists of 90, 60 and 15-sec spots. The campaign goes live on Friday 16 March across out of home, broadcast, cinema, customer and social media channels.
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
Marketing Manager: Erin Bennett
Production Manager: Ali Dent
Brand Creative Lead: Elizabeth Stokes
Marketing Director: Sally Kiernan
Post Production Company: Blockhead
Grade: Ben Eagleton @ Be Colour
Production Company: The Sweetshop
Executive Producer: Edward Pontifex & Loren Bradley
DOP: Lachlan Milne
Producer: Allison Lockwood
Editor: The Butchery
Song: Alya cover of Hunters & Collectors
Sound Design: Nylon
Creative Agency: The Monkeys
CEO: Mark Green
Managing Director: Matthew Michael
Group Content Director: Humphrey Taylor
Content Executive: Sophie Finckh
Senior Copywriter: Tim Pashen
Senior Art Director: Scott Zuliani
Head of Planning: Thea Carone
Senior Content Manager: Fizzy Keeble
Group Strategy Director: Fabio Buresti
Strategic Planner: Charlotte Marshall
Group Chief Creative Officer: Scott Nowell
Senior Content Director: Katie Wong-Hee
Co-Founders: Scott Nowell, Mark Green
Partner: Fabio Buresti