ROLLiN’ Creates “Vibey”, Street Culture-Inspired Vignettes to Target Young Drivers

ROLLiN’ has unveiled its first campaign under the creative direction of newly-appointed agency Paper Moose, marking the partnership’s debut with a new platform, ‘Here for the Ride.’

The vibrant, youth-focused platform celebrates the life moments enabled by ROLLiN’s flexible car insurance, shifting the focus from the car to the adventures it unlocks – road trips, dating, and everyday experiences – all wrapped in a distinctly Australian aesthetic.

“The campaign reframes car insurance as an enabler of life’s best moments, from road trips to first dates, resonating with a younger demographic often overlooked by traditional insurers,” Paper Moose strategy director Annabelle Rogers said.

The vignettes, set to an original track, highlight moments like dating app swipes and road trips.

Creative director Jeremy Willmott described the creative approach as “vibey” and “authentic,” with a focus on street culture and relatable scenarios.

“We wanted to celebrate the life around the car, not the car itself,” Jeremy explained.

“The vignettes are candid and urban, with a uniquely Australian flavour that feels fresh and relevant to our audience.”

The campaign draws inspiration from contemporary Australian media, including shows like ‘Heartbreak High’.

“We really looked at references like ‘Heartbreak High’ and different ways Australian culture is resonating with younger audiences,” said Jeremy.

The campaign is underpinned by cultural insights, particularly around Gen Z’s focus on “loud budgeting” and financial flexibility. It was also important ROLLiN’s month-to-month contracts and Safe and Save app, which rewards safe driving with lower premiums, aligned with the campaign’s messaging.

“ROLLiN’ is positioned as a champion for young drivers, offering both financial flexibility and peace of mind,” said Annabelle.

The partnership between ROLLiN’ and Paper Moose began in late 2024 after a competitive pitch, which the agency won by showcasing its strategic and creative expertise.

Annabel Causer, head of marketing at ROLLiN’, said, “Like ROLLiN’, it felt like Paper Moose used every tool at their disposal to eliminate complication. Their team worked hard, but the collaborative process was also great fun. Excuse the pun, but it was a very smooth ride.”

Jeremy added, “It sounds like I'm lying, but it just makes everything so effortless. The no-tension relationship – everything's very positive.”

For the first campaign, Paper Moose handled strategy, creative, and production in-house, including the creation of additional content like cinemagraphs and GIFs for social media.

“We worked with a music video-inspired approach, which allowed us to be nimble and creative within the constraints,” said Jeremy.

The new platform sets the stage for future work and reinforces ROLLiN’s positioning as a challenger brand.

“Once the client saw that line ‘Here for the Ride,’ they could extrapolate years’ worth of campaigns off the back of it,” said Annabelle.

Jeremy noted, “This campaign isn’t just a one-off -- it’s a platform that can evolve with the brand.

“It’s about celebrating life, and that’s a story we can tell in countless ways.”