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 Collectors 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.
“For almost 100 years, NRMA Insurance has been by our customers’ side helping them get back on their feet when things go wrong,” he said.
“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.”
The Monkeys co-founder and group chief creative officer, Scott Nowell said: “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 Sweet Shop and consists of 90, 60 and 15-second spots.
The campaign went live on Friday across out of home, broadcast, cinema, customer, and social media channels.
Brand: NRMA Insurance
Chief marketing officer: Brent Smart
NRMA marketing director: Sally Kiernan
Creative lead: Elizabeth Stokes
Marketing lead: Erin Bennett
Creative: The Monkeys
Co-founder and group chief creative officer: Scott Nowell
Co-founder and group CEO: Mark Gree
Partner and group strategy director: Fabio Buresti
Managing director: Matthew Michael
Creative directors: Jake Rusznyak and Dennis Koutoulogenis
Senior copywriter: Tim Pashen
Senior art director: Scott Zuliani
Head of production: Thea Carone
Senior broadcast producer: Jade Rodriguez
Strategic planner: Charlotte Marshall
Group content director: Humphrey Taylor
Senior content director: Katie Wong-Hee
Senior content manager: Fizzy Keeble
Content executive: Sophie Finckh
Production manager: Ali Dent
Production: The Sweetshop
Executive producers: Edward Pontifex and Loren Bradley
Producer: Allison Lockwoo
Director of production: Lachlan Milne
Editor: Jack Hutchings, The Butchery
Grade: Ben Eagleton, Be Colour
Sound design: Nylon