NRMA recruits an Australian classic to encourage drivers to slow down at Christmas

By Paige Murphy | 3 December 2019

NRMA Insurance has launched its latest Christmas campaign, delivering an important reminder to holiday drivers to protect what is precious - children. 

The film, directed by Steve Rogers, follows a family on Christmas Day carefully transporting the centre piece pavlova on a journey to lunch at Gran’s house.

The ad reminds viewers of a scenario that everyone has been guilty of: cautiously driving to protect something that’s completely meaningless and unimportant like a cake, a new plant or take-away dinner, instead of paying attention to how they drive with children in the car.

Created by Colenso BBDO, the holiday campaign covers cinema, OOH, digital and a human behavioral experiment.

The campaign was crafted with an integrated agency team from Mindshare and Thinkerbell.

“This is a helpful brand act at Christmas with a simple message - it’s one of the busiest times of the year, remember to drive safely," NRMA Insurance chief marketing officer Brent Smart says. 

December has been the worst month for road trauma over the past 29 years.

With drivers travelling longer distances, often on unfamiliar roads and with so much occupying their minds, NRMA Insurance wants to ensure we’re all taking care on the roads these holidays.

“It’s a simple insight, and one that everyone seems to connect with," Colenso BBDO creative chairman Nick Worthington says.

"We all do it, we drive ridiculously carefully with a cake, coffee or in my case Wonton soup on the passenger seat, and we don’t think twice about driving way faster with our kids. It doesn’t make any sense, which is the whole point.”

A part of the integrated campaign, OOH photography was shot by James Tolich.

Children’s eyes piercingly looking at camera, the OOH campaign reminds drivers on the roads to protect what’s precious, their children in the backseat.

As part of IAG’s agency roster, this is the first piece of work from Colenso BBDO for NRMA Insurance.

Currently Colenso BBDO are the lead creative agency for IAG NZ.

The Monkeys remain the lead creative agency for IAG in Australia.

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