In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed.
According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they do, we need to drive safely.
It takes place in some timeless, almost forgotten part of Australia where there is an otherworldly feeling of absolute safety.
Directed by Juan Cabral, the film is cinematic, painterly, and human, and was shot around the full moon for ambient light, and just managed to evade the first of the bushfires.
Of the production, Juan Cabral happily remembers how “it truly felt like a small crew shooting a short film, everyone waiting for the moon to do it’s thing”.
“Nick and his team were really championing the nuances of long trips,” Cabral said, “embracing the mystery of the night and sleep. The cast was lovely. Including the kangaroo that came to say hi for a little cameo.”
FINCH and MJZ produced the work for Juan Cabral, whose work is described as inventive, humanistic, character-driven and often ventures into magical realism.
He is the writer/director of Cadbury ‘Gorilla’, director of Ikea ‘Beds’ and the creator of the iconic Sony Bravia Trilogy: ‘Balls’, ‘Paint’ and ‘Playdoh’.
Loren Bradley, EP at FINCH said: “It was a pleasure to work with Juan on this project, and the collaborative relationship between client, agency and production executed a beautifully-crafted piece of work.”
Nick Worthington, chief creative officer at Colenso BBDO said: “It’s not often advertisers take the time to tell a proper story these days, but as we all know it’s stories that people love.
“This cautionary tale, while told brilliantly by Juan Cabral, really owes everything to the trust of Brent Smart and the whole team at NRMA. In return, we trust it achieves what was asked—to simply help Aussie families stay safe.”
Credits for the campaign are as follows:
Chief marketing officer: Brent Smart
Brand marketing director: Sally Kiernan
Creative and innovation lead: Elizabeth Stokes
Creative and innovation specialist: Danielle Picker
Creative chairman: Nick Worthington
Creative director: Dave Brady
Group business director: Lee Lowndes
Business director: Debbie Currie
Head of TV production: Natasha Gill
Head of brand & communications strategy: Lisa Divett
Producer: Cath Anderson
Executive producer: Loren Bradley
Executive producer: Rob Galluzzo
Director: Juan Cabral
DOP: Eric Gautier
President/executive producer: David Zander
Executive producer: Emma Wilcookson
Editor: Emiliano Fardaus
Post producer: Julieta Fernandez Castagnino
VFX: Blockhead VFX
Grade: Pete Ritchie
Colour: MPC LA
Colourist: Ricky Gausis
Colour producer: Sasha Pace
Music: Soundtree Music
Composer: Pete Raeburn
Music supervisor: Jay James
Sound design/mix: Wave Studios UK
Sound designer: Parv Thind
Producer: Beth Tomblin
Featured image source: YouTube/NRMA Insurance
Zoe Aitken (main photo) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says some of the best ideas come in dark times and, suggests, COVID maybe the excuse you need to instigate […]
With its rich heritage in motor racing, The Bathurst 1000 is finally in the hands of a brand that lives and breathes the sport. To celebrate, Repco is Bringin’ the Bathurst to absolutely everything they do. The Bathurst 1000 has always been more than a race. The iconic event at Mount Panorama is a symbol […]
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]