Seen+Noted: NRMA Insurance launches new Australian brand platform

NRMA Insurance has launched a new national campaign via Bear Meets Eagle On Fire (BMEOF), which includes two hero 60” films, ‘Runaway’ and ‘Duel’, running across cinema and television, and accompanied by large-format OOH and press.

Bear Meets Eagle On Fire 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.

Says Micah Walker, chief creative officer and founder at BMEOF: “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.”

Says Zara Curtis, acting chief marketing officer, NRMA Insurance: “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.

Client: IAG for NRMA Insurance

Chief Marketing Officer – Acting: Zara Curtis

Marketing Director Brand & Growth: Sally Kiernan

Director, Brand Strategy & Creative Execution – Acting: Anna Jackson

Specialist, Integrated Communications: Mahsa Merat

Media Lead: Tom Dodd

Head of Co-lab: Jaclyn Gordon

Creative Studio: Bear Meets Eagle On Fire
Media: Initiative

Production Company: Revolver

Director: Steve Rogers

Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner/Producer: Pip Smart

Director of Photography: Nicolas Karakatsanis
Production Designer: Steven Jones-Evans
Costume: Joanna Mae Park

SFX Supervisor (Duel): Arlo Markantonatos
SFX Supervisor (Tyre): Taj Trengrove

Casting: Peta Einberg / Citizen Jane

Edit: ARC EDIT

Editor: Elise Butt

Editorial Producer: Michaela Fenton
Executive Producer: Daniel Fry

Post Production: Time Based Arts

Production: Sarah Polak

VFX Supervisor: Sheldon Gardner

CG: Mike Battcock, Bethan Williams, Federico Vanone, Frank Engen, Ihor Obukhovskyi, Quentin Corker-Marin, Nigel Timms
Compositing: Eleonora Laddago, Manolo Perez, Olivia O’Neil, Ralph Briscoe, Timo Huber, Viola Bascombe

Colourist: Lewis Crossfield

Colour Assist: Sharn Talbot, Max Ferguson-Hook

Sound & Music: Rumble Studios

Executive Producer: Michael Gie

Lead Sound Designer: Tone Aston

Sound Designers: Cam Milne, Liam Annert, Daniel William
Composer (Duel): Jeremy Richmond
Music Supervisor (Runaway): Anton Trailer @ Trailer Media

OOH Retouching: Electric Art