NRMA Insurance Drives Home Christmas Safety In Magical New Campaign via The Monkeys

NRMA Insurance has released the next instalment of its annual Christmas campaign, asking drivers to take extra care on our roads during the most hectic time of the year.

Titled ‘Don’t Drive Naughty, Drive Nice’, this year’s campaign by The Monkeys harnesses the power of kids in the back seat to remind us what Christmas time is really about – them.

The integrated campaign kicks off with a film directed by Marc Forster, who recently released Hollywood movie Christopher Robin, telling the story of a young girl who must find a way to get her stressed out dad to drive nice before it’s too late.

To reinforce this message while on the road, kids from around New South Wales and Queensland were asked to show us why adults should ‘drive nice’, with their answers becoming the hero out-of-home advertising creative.

On radio, a group of kids adapted the drive nice message to the tune of famous Christmas carols.

An across mobile, a Facebook augmented reality camera effect has been created that allows viewers to look like the brand film’s hero toy bunny and share the ‘Don’t Drive Naughty, Drive Nice’ message.

The campaign is also supported by a podcast platform titled ‘Are We There Yet?’ that includes Australian celebrities reading beloved stories.

NRMA marketing director Sally Kiernan said: “We know that Christmas is a time of the year when the importance of family is heightened, bringing with it a spirit of togetherness and connection.

“It is also one of the busiest periods on our roads, so it’s more important than ever to ‘Drive Nice’.”

The Monkeys co-founder and group chief creative officer Scott Nowell said: “Christmas holidays are a joyous time, but there’s immense stress around finishing work and getting the family on the road.

“NRMA Insurance wants to make sure that Australians are driving safe, bringing to light what is most important – family.”

This is the third major piece of work created for the NRMA Insurance brand in partnership with The Monkeys, part of Accenture Interactive.

CREDITS

Client: IAG

Brand: NRMA Insurance

Chief marketing officer: Brent Smart

Marketing director, NRMA: Sally Kiernan

Creative and innovation lead: Elizabeth Stokes

Creative and innovation specialist: Danielle Picker

Content director: Zara Curtis

Social media lead: Gerry Avalos

Creative and content development lead: Simeon Bartholomew

Integrated content producer: Vanessa Buckley

Creative agency: The Monkeys

Co-founder and chief creative officer: Scott Nowell

Co-founder and CEO: Mark Green

Managing director: Matt Michael

Chief strategic officer: Fabio Buresti

Executive creative director: Vince Lagana

Creative director: Ben Sampson

Innovations director: Jay Morgan

Art director: Tessa Chong

Copywriter: Max Rapley

Planning director: Michael Hogg

Strategic planner: Charlotte Marshall

Business director: Humphrey Taylor

Group content director: Katie Wong-Hee

Content managers: Katherine Kennedy and Sophie Finckh

Head of production: Thea Carone

Senior broadcast producer: Jade Rodriguez

Senior integrated producer: Sonia Eberington

Digital producer: Tamara Wohl

Producers: Tanith Williamson and Alex Watson

Digital design lead: Eva Goodney

Designer: Laura Ives

Digital designer: Lauren Elliott

Designer/finished artist: Lucinda Hansen

Front-end developer: Han Lee

Production company: Exit Films and Tool of Nth America

Director: Marc Forster

Executive producer, Tool of Nth America: Brad Johns

Producer, Tool of Nth America: Lee Trask

Executive producer, Exit: Leah Churchill-Brown

Producer, Exit: Karen Sproul

Director of production: Ginny Loane

AR camera effects production company: Alt.VFX

Post-production company: The Editors

Editor: Alexandre De Franceschi

Producer: Nicoletta Rousianos

Animation: Framestore LA

VFX supervisor: Michael Ralla

Post-producer: Rachel Mariscal Creasey

Sound design company: Song Zu

Engineer: Simon Kane

Producer: Katrina Aquilia

Music composition: Elliot Wheeler, Turning Studios