NRMA Insurance has launched a new brand platform via indie creative agency Bear Meets Eagle On Fire
The national campaign launches with two hero 60” films – “Runaway” and “Duel” – and runs across cinema and television, accompanied by large-format OOH and press. Images for the OOH appear at the end of this article.
Bear Meets Eagle On Fire (BMEOF) won the assignment in June with the platform idea ‘Until then we’ll be here’, a distinctive build on NRMA Insurance’s iconic ‘Help’ positioning.
Micah Walker, chief creative officer and funder at BMEOF, said: “IAG came to us with a clear challenge to breathe fresh meaning and resonance into its positioning of ‘Help’, and to open up a more imaginative and differentiated world of storytelling for the brand.
“I think the new work answers this without it feeling like we’ve turned the brand into something totally unfamiliar. It’s undeniably NRMA Insurance – just with a shift that allows for different kinds of stories.”
NRMA Insurance acting chief marketing officer Zara Curtis said: “We’re so proud of all the work we’ve created for NRMA Insurance and the business impact it has driven. We believe the new platform of ‘Until then ’ has the potential to really build on that, stretching right through the business and allowing us to showcase the many things we do as a leading insurer.
“We will use the platform to not only signal our promise to help Australians in the future, but also to share stories of how we help our customers and communities today, and how we’re ensuring they’re better prepared for tomorrow. From our partnership with Minderoo Foundation’s Australian Resilience Corp to our innovative work in enhancing the customer claims experience, we’re here to help.”
“Runaway” tells the story of a lone tyre, magically propelling itself through the Australian landscape until it arrives on the scene to prevent a driver having a head on collision.
“Duel”, a playful tussle between fire and water, imagines a world where a rural paddock extinguishes flames before they can catch hold to threaten a small, rural home.
Both films were shot by Steve Rogers at Revolver.
