Animated bunny pushes road safety message for NRMA Insurance Christmas ad

12 November 2018

10 13
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.


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

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