NRMA Insurance launches ‘Safe always arrives’ holiday OOH campaign via Bear Meets Eagle On Fire
NRMA Insurance has launched a road safety holiday message with a new out of home campaign from creative studio Bear Meets Eagle On Fire.
The ‘Safe always arrives’ campaign features a series of cinematic images that capture the anticipation of a loved one’s arrival, and will run across rural sites in NSW and Queensland.
The images were created with award winning photographer Simon Harsent, from The Pool Collective.
Says Micah Walker, chief creative officer and founder of BMEOF: “In a world of complicated projects, it’s refreshing getting briefed to do a pure OOH campaign. Simon’s shot them beautifully.”
Client: NRMA Insurance
Chief Marketing Officer, IAG: Brent Smart
Marketing Director, NRMA Insurance: Sally Kiernan
Manager, Integrated Comms: Elizabeth Stokes
Agency: Bear Meets Eagle On Fire
Photographer: Simon Harsent
Producer: Cameron Gray
Production Company: The Pool Collective
Post / Retouching: Cream
Media: Initiative
34 Comments
Beautiful craft Simon, as always.
Clean as a whistle. Nice one.
https://www.youtube.com/watch?v=QOlXkeRVpY0
But where’s the cat? Not sure I get the house one though.
Dog in two executions… NRMA pet insurance? why is a Haunted house missing me? I get the girl execution because I’ve seen the dog one. Needs a better line.
Roadside wallpaper.
It’s so hard to deliver road safety messages without being preachy / covering the same ground. This is perfect.
The house has a bit of Todd Hido about it…which is lovely.
Cat got bumped off the shoot. Too much attitude, not enough feeling.
Beautifully executed. Lifts OOH to a whole new dimension.
Brent Meets Eagle On Fire, no? Nice work, y’all!
But not sure what are the rest of these executions saying. This is advertising not a photography competition. Would love it on my wall but shouldn’t be on a billboard.
Surely these are mock-ups because that logo would be barely visible given the set back highway billboards have.
Beautifully crafted and lovely line. Well done team x
Beautiful shots. Simple message. Nicely done.
True. Cats can be dicks. The dog and kid executions are nice, what’s not to get? The house does seem out of place though.
This is how it’s done. Sheesh some of the dumbass comments…@Beautiful shots….you’re a tit
Love the freshness. And the agency.
But, safe people get killed on the road by unsafe people, repeatedly.
…aaaaaaawwwwww – hang on is that house on fire? ah ok no – aaaaaaaaaaaaaawwwwwwwwwn.
Yawn.
Isn’t it dangerous to use roadside billboards to put people to sleep?
We also pay people to take photos like this. And it costs lots less when you buy them from us.
No, kids. We’re not even close.
Disgruntled Photographer by any chance?
Haters going to hate but good work is good work, congratulations all involved.
Driver Meets Billboard on Sleeping Pills
Lovely line. Well done.
I caught this on the side of the road today and didn’t understand it. Pretty photography needs an idea, sorry there’s no idea.
Big miss for me regardless of the production values.
Does ‘safe always arrive?’. That’s not in the least bit true. The safest drivers get hit. The safest drivers get T-boned. The safest drivers get rear-ended or run off the road. The safest drivers still get into accidents through no fault of their own.
So if someone doesn’t arrive, are you saying they weren’t safe? Way to go to make a grieving or inconsolable parent feel worse if they were involved in an accident. Surely that’s victim blaming?
It’s such a broad strong statement… but it’s just not right.
You must be pretty stupid to not understand 3 words on a poster.
The three words make no sense; no matter what you try to read into it.
The art direction might work in a magazine ad, but along with the bland message and visuals it makes a very weak poster.
I’d love to see the comments if these same posters were done by a JWT, VMLY&R or CHEP.
There is certainly a cult of personality about some in the creative community.
It’s so obvious when the same person with a grudge comments under different aliases.
Go and have a Xmas break, mate.
This is solid, clear, advertising. Looks easy, but is very hard to get through the system, otherwise we’d all be doing it.
What does this mean??? Safe drivers always arrive safely? Do they? Agree with Doesitthough – I don’t know what these are trying to say, and it’s not true that safe drivers always arrive safely. Feels like the images (beautifully shot) are showing me that it’s worth driving safely to get home to what I care about, which is a different thought.
Mate, for the last time, go on holiday. Drive safe.
A few people here don’t get the house image. My parents live in the country. It’s a very long drive to see them and it’s always getting dark when I arrive. They worry about the roads. Poster makes perfect sense to me. Lovely shot too. Triple bonus points for just three words on a poster. Well done.