NRMA Insurance Drives Home Christmas Safety Message with 'Long Way' Film
With Australian roads busier than ever before, NRMA Insurance has released a moving new film via The Monkeys, to inspire drivers to take extra care behind the wheel over the holiday season.
Titled 'Long Way', the two-minute film is the first piece of work created for the NRMA Insurance brand in partnership with The Monkeys, since being appointed in September.
The film tells the heart-warming story of a young girl called Indy who misses her grandparents at Christmas time. Motivated by the pull of her love, Indy's grandparents embark on a slow but safe journey to surprise her on the big day.
The new film is the start of a shift in brand direction for NRMA Insurance under the leadership of Brent Smart, chief marketing officer for IAG and its stable of brands, including NRMA Insurance and CGU.
"This is a return to the type of storytelling and tone of voice that has made the NRMA Insurance brand loved, and signals the new direction we are taking the brand in", said Smart.
"It's exciting to make something together with our new partner The Monkeys. We are in such good creative hands with their team."
With NRMA Insurance claims data showing that car collisions increase over the holiday period, the film is also a timely reminder for drivers.
Scott Nowell, co-founder and chief creative officer for The Monkeys, said: "This brief was a gift in itself - to convey the warmth and emotion of what's truly important this time of year."
NRMA Insurance is an industry leader in advocating for safer driving and the only insurer in Australasia with a dedicated Research Centre. The insurer is also piloting a new app called Safer Journeys to help motivate drivers to 'switch-off' their mobile phones behind the wheel.
The 'Long Way' film was directed by Christopher Riggert, and features a moving soundtrack with vocals by singer-songwriter Tom Odell.
It goes live this Sunday 10 December across broadcast, cinema, customer and social media channels.
Brand: NRMA Insurance
Marketing Manager: Erin Bennett
Creatives: Liz Stokes
Chief Marketing Officer: Brent Smart
Creative Agency: The Monkeys
Planner: Henry Bilson
Chief Creative Officer: Scott Nowell
Executive Planning Director: Fabio Buresti
Group Content Director: Humphrey Taylor
Senior Copywriter: Andrew Fraser
Senior Art Director: V. Wassim Kanaan
Senior Producer: Jade Rodriguez
Senior Content Manager: Jack Stone
Head of Production: Thea Carone
Senior Content Director: Katie Wong-Hee
Production Company: FINCH
Director: Christopher Riggert
DOP: Tim Tregoning
Producer: Camilla Mazzaferro
Executive Producers: Rob Galluzzo, Corey Essey
Edit Company: The Butchery
Editor: Jack Hutchings
Sound Design: Song Zu