Cannes Lions

Help, like no one else

THE MONKEYS, PART OF ACCENTURE SONG, Sydney / NRMA / 2022

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Overview

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Credits

Overview

Background

Australia faces the full spectrum of natural disasters, from cyclones, to earthquakes, to fires, to floods. And when they strike, they strike hard — turning people’s lives upside down. In 2022 alone, Australia has endured two 1-in-100-year flooding events. Which is a problem, because Australians trust their insurers less than the global average. Lacking trust too many Australians leave themselves uninsured or exposed through cheaper options.

With an average of 12+ years on the job, NRMA Insurance assessors have real experience helping Australians through the worst this country has faced. So we set out to restore mass trust by heroing the people that make NRMA Insurance worth trusting – people that care more deeply about helping than any other.

The fully integrated campaign launched July 2021 across TV, radio, print, OOH in NSW and QLD, Australia. It runs until June 2022. Total production budget $1.5million. Media budget $3.1million.

Idea

With decades of experience helping Australians through the worst disasters the country has ever faced, NRMA Assessors have spent their whole life preparing for the moments you and I can never prepare for. The long copy posters titled FLOOD, FIRE and EARTHQUAKE told the extraordinary real stories of NRMA Insurance assessors helping in naturals disasters.

Execution

For these long copy posters, the typography was a critical storytelling medium. Its purpose was not just to transport the reader to the disaster zone, but to have them experience the unsettling nature of one. Reading the stories was to be buffeted by the events themselves, with words split in two by an earthquake, letters raised by rising floodwaters or burned away to smoke and ash by fire. The serif font Hoefler Text was purposely chosen for its suitability as an extended reading font; the old-world reverence the font imposes on the words; and, crucially, for the specific loops, ascenders and arms of its letters that would go on to be used as a paintbrush by the designer to create the drama on the page. To achieve the painterly texture the type was arranged letter by letter. The overall design achieving a balance between legibility and chaos, order and destruction.

Outcome

NRMA Insurance’s brand consideration (NSW) increased to 61% in October 2021, including the highest level of motor insurance consideration since May 2019. At the same time, share of search increased month-on-month to 39% and gross acquisition also increased by 10% month-on-month.

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2023, NRMA

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