NRMA Insurance new brand platform via Bear Meets Eagle On Fire

A more imaginative and differentiated world of storytelling for the brand.

NRMA Insurance has partnered with creative agency Bear Meets Eagle On Fire for it's new campaign launching with two hero spots,Runaway and Duel.

Runaway tells the story of a lone tyre magically propelling itself through the Australian landscape until it arrives on the scene to prevent a driver having a head on collision.

Duel, a playful tussle between fire and water, imagines a world where a rural paddock extinguishes flames before they can catch hold to threaten a small, rural home.

Bear Meets Eagle On Fire (BMEOF) won the assignment in June with the platform idea ‘Until then we’ll be here’, a distinctive build on NRMA Insurance’s iconic ‘Help’ positioning.

Micah Walker, chief creative officer and founder at BMEOF, says: “IAG came to us with a clear challenge to breathe fresh meaning and resonance into its positioning of ‘Help’, and to open up a more imaginative and differentiated world of storytelling for the brand.

“I think the new work answers this without it feeling like we’ve turned the brand into something totally unfamiliar. It’s undeniably NRMA Insurance - just with a shift that allows for different kinds of stories.”

NRMA Insurance acting chief marketing officer Zara Curtis said: “We’re so proud of all the work we’ve created for NRMA Insurance and the business impact it has driven. We believe the new platform of ‘Until then' has the potential to really build on that, stretching right through the business and allowing us to showcase the many things we do as a leading insurer."

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