A giant yellow ball called Larry drives IAG's new insurance brand

Chris Pash
By Chris Pash | 14 December 2021

Larry, a yellow ball looking like a giant lemon as it rolls down streets, is the star of IAG's new car insurance brand for the young, ROLLiN.

IAG partnered with creative studio Bear Meets Eagle On Fire (BMEOF) to conceive the brand and creative design, from building the identity to crafting communications.

Initiative creative the media strategy.

Brent Smart, IAG's CMO: “We see ROLLiN’ as a growth driver for our business. To be able to build a brand from scratch is a real career highlight.

"To do it with Micah has made it even more special, this brand is as much his vision as ours. Thanks to everyone who has worked so hard to make this a reality in a very short amount of time, we can’t wait to see Rollin’ out in the world." 

Micah Walker, founder of BMEOF: “This is a dream project for us - to help name and build a brand from design through to communication just isn’t something you get to do very often.

"Big thanks to everyone who’s cared hard and put so much into this.”

The 60-second launch spot --directed by Andreas Nilsson at Revolver -- introduces “Larry” an unencumbered, rolling character that freestyles along to the Digital Underground’s '90’s classic “Humpty Dance” as he eases through his neighbourhood.

Bear Meets Eagle On Fire collaborated with Rotterdam-based typography designers Studio Dumbar as part of ROLLiN’s contemporary graphic identity.

The idea was to communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and out-of-home campaign.

The campaign launched Sunday, November 7.


Client: IAG
Brent Smart – Chief Marketing Officer
Caroline Hugall – EM, Marketing
Brendan Griffith – EM, ROLLiN’
Zara Curtis - EM, Content & Customer Engagement
Anna Rallos – Marketing Manager, Innovation
Jay Patel – Integrated Comms Specialist, Accelerator
Tom Dodd – Communications Planning Lead
Ashleigh Vogel – Media Specialist
Hiba Kalache – Customer and Operations Manager
Amy Gyurasits – Digital Marketing Specialist
Swati Bhardwaj – 1:1 Specialist
Brett Bennell – Search & Performance Specialist
Aleksia Dobrich – Social Media Specialist
Simeon Bartholomew - Principal, Creative and Content Development
Creative studio: - Bear Meets Eagle On Fire
Media: Initiative
Sam Geer – Managing Director
Chris Colts – Chief Strategy Officer
Ali Bongailas – Client Advice and Management Director
Jessica Scott – Partnerships Director
Digital media: Reprise
Paula Lopes – National Agency Lead
Evan Porteus – National Content Partnership Lead
Clare Gill – Strategy Director
Josh Clayton – Senior Digital Executive
Javier Dominguez – Head of Experience
Film production: Revolver
Director: Andreas Nilsson
Managing Director/ Executive Producer: Michael Ritchie
Executive Producer / Partner: Pip Smart
Producer: Alex Kember
DOP: Lachlan Milne
Production design: Sherree Phillips
Wardrobe: Matt Stegh
Casting: Citizen Jane
Model makers: Odd Studio
Model Maker Adam Johansen
Puppeteer Damien Martin
Puppeteer Gavin Kyle
Puppeteer Luke Brown
Post production
Animation and VFX: Blockhead - Charlotte Plowman
Editor: Alexandre de Franceschi
Colourist: Ben Eagleton
VFX Supervisor: Karen Fabler
Sound: Rumble Studios
Producer: Michael Gie
Sound designer: Anthony Aston
Type and motion design:
Studio Dumbar
Site Production:
Development: Liquid Protocol
3D animation: Lucas Zanotto

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