Cannes Lions

Until Then - Duel

BEAR MEETS EAGLE ON FIRE, Sydney / NRMA / 2023

Film

Overview

Entries

Credits

Overview

Background

NRMA Insurance is one of Australia’s largest home and car insurers. They asked us to create a campaign to breathe fresh meaning and resonance into their iconic brand positioning of 'HELP'. Over time their campaigns had become too anchored to the category, only talking about replacing things. We believed there was a bigger promise of 'HELP', a more human offering, to be there for whatever goes wrong.

Execution

In this film we imagine a world where accidents and disasters prevent themselves, and as such, insurance is no longer needed. 'Duel' shows a playful tussle between fire and water where a rural paddock extinguishes flames before they can catch hold to start a bushfire and threaten a small home.

Outcome

We created ‘Until then’ – an imaginary world where accidents and disasters prevent themselves, and as such, insurance is no longer needed. Until that world exists, people will still need help, which is why NRMA Insurance is here.

Early brand tracking has shown that the campaign performed extremely well for cut-through & likeability and improved significantly on positive sentiments for the brand overall. The organisation is now committed to continuing Until Then as a platform and using it as an organising thought through all their layers of communications.

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11 items

1 Spikes Asia Award
Until Then

BEAR MEETS EAGLE ON FIRE, Sydney

Until Then

2023, NRMA

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