ROLLiN’ “brakes” expectations around younger drivers in new campaign via Paper Moose

Paper Moose is making safe driving a proud flex for younger drivers thanks to some misdirection in ROLLiN’ Car Insurance’s latest campaign.

The national campaign for ROLLiN’s Safe ‘n Save app celebrates drivers for their habits rather than judging them by age group. Following ROLLiN’s “Here for the Ride” brand campaign, the ads again put authentic, vibrant individuals centre stage, subverting stereotypes by spotlighting those who take pride in their own careful driving habits.

With creative and production handled wholly in-house by Paper Moose, the campaign features fast-paced, energetic visuals against distinctive urban backdrops, playing into existing assumptions about young drivers. These are then comedically flipped, “braking” expectations to reveal safe habits are just as much a part of being a young driver as anything else.

Says Nick Hunter, ECD, Paper Moose: “We wanted to craft something visually distinct for the category, with a bit of humour, to challenge perceptions of younger drivers. Thanks to Safe ‘n Save, now they can own safer driving.”

Says Annabel Causer, Head of Marketing, ROLLiN’: “We’re all about championing young drivers and supporting them on their journey. Rather than echoing the usual storyline, we’re flipping the script. With Safe ‘n Save, customers are rewarded for their safe driving, and not their age*.”

The campaign is rollin’ out on socials, DOOH, and audio.

*Any safe driver rewards available after 2 months of app use.

Client: ROLLiN’
Head of Marketing: Annabel Causer
Marketing Specialist: Amy Gyurasits

Agency/ Production: Paper Moose
Executive Creative Director: Nick Hunter
Head of Client Services & Production: Hannah Day
Head of Strategy: Annabelle Rogers
Creative Director: Jeremy Willmott
Senior Creative: Claire Sutton
Senior Creative: Jazz Twemlow
Design Lead: Kenn Huang
Designer: Evelyn Tran
Producer: Jake Brennan
Director: Kids of Bill
Editor: Oliver Trauth-Goik
Sound Design & Mix: Electric Sheep Music

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