NRMA Insurance is exploring the world of animation in its 2018 Christmas campaign that encourages parents to slow down and turn off their mobile phones while driving and keep their families safe during the holiday period.
NRMA Insurance has released the next instalment of its annual Christmas campaign, asking drivers to take extra care on our roads during the most hectic time of the year.
The campaign, by The Monkeys, introduces the tagline 'Don't Drive Naughty, Drive Nice' and sees NRMA explore the world of animation to remind Australians what Christmas is about - family.
The 60-second spot tells the story of a young girl who must find a way to get her stressed dad to pay attention to the road and turn off his mobile phone while driving.
NRMA marketing director Sally Kiernan says: “We know that Christmas is a time of the year when the importance of family is heightened, bringing with it a spirit of togetherness and connection. It is also one of the busiest periods on our roads so it's more important than ever to ‘Drive Nice’."
The Monkeys cofounder and group chief creative officer adds: “Christmas holidays are a joyous time, but there’s immense stress around finishing work and getting the family on the road. NRMA Insurance wants to make sure that Australians are driving safe, bringing to light what is most important – family.”
To reinforce this message while on the road, kids from around New South Wales and Queensland were asked to show us why adults should ‘drive nice’, with their answers becoming the hero out of home advertising creative.
On radio a group of kids adapted the drive nice message to the tune of famous Christmas carols.
As part of the campaign, NRMA is using a Facebook augmented reality camera effect that allows viewers to look like the brand film’s hero toy bunny and share the Don’t Drive Naughty, Drive Nice message.
The campaign is also supported by a podcast platform titled ‘Are We There Yet?’ that includes Australian celebrities reading beloved stories.
This is the third major piece of work created for the NRMA Insurance brand in partnership with The Monkeys, part of Accenture Interactive.
Credits
Client: IAG
Brand: NRMA Insurance
Chief Marketing Officer: Brent Smart
NRMA Marketing Director: Sally Kiernan
Creative & Innovation lead: Elizabeth Stokes
Creative & Innovation specialist: Danielle Picker
Content Director: Zara Curtis
Social Mead Lead: Gerry Avalos
Creative & Content Development lead: Simeon Bartholomew
Integrated Content Producer: Vanessa Buckley
Creative Agency: The Monkeys
Cofounder & Group Chief Creative Officer: Scott Nowell
Cofounder & Group CEO: Mark Green
Managing Director: Matt Michael
Chief Strategic Officer: Fabio Buresti
Executive Creative Director: Vince Lagana
Creative Director: Ben Sampson
Innovations Director: Jay Morgan
Art Director: Tessa Chong
Copywriter: Max Rapley
Planning Director: Michael Hogg
Strategic Planner: Charlotte Marshall
Business Director: Humphrey Taylor
Group Content Director: Katie Wong-Hee
Content Manager: Katherine Kennedy
Content Manager: Sophie Finckh
Head of Production: Thea Carone
Senior Broadcast Producer: Jade Rodriguez
Senior Integrated Producer: Sonia Eberington
Digital Producer: Tamara Wohl
Producer: Tanith Williamson
Producer: Alex Watson
Digital Design Lead: Eva Goodney
Designer: Laura Ives
Digital Designer: Lauren Elliott
Designer/Finished Artist: Lucinda Hansen
Front End Developer: Han Lee
Production Company: Exit Films & Tool of Nth America
Director: Marc Forster
Tool EP: Brad Johns
Tool Producer: Lee Trask
Exit EP: Leah Churchill-Brown
Exit Producer: Karen Sproul
DOP: Ginny Loane
AR Camera Effects Production: Alt. VFX
Post Production: The Editors
Editor: Alexandre De Franceschi
Producer: Nicoletta Rousianos
Animation: Framestore LA
VFX Supervisor: Michael Ralla
Post Producer: Rachel Mariscal Creasey
Sound Design: Song Zu
Engineer: Simon Kane
Producer: Katrina Aquilia
Music Composition: Elliot Wheeler @ Turning Studios
