NRMA Insurance provides help like no one else in latest integrated campaign via The Monkeys
While most people cannot prepare for how they would respond if a disaster were to strike, the latest campaign from NRMA Insurance and The Monkeys, part of Accenture Interactive, shows Australians that help is there when they need it.
‘Help Like No One Else’ showcases the depth of experience NRMA Insurance assessors have when they help a customer during a claim.
Directed by Daniel Kaufman, the campaign film follows Judi, who has been an NRMA assessor for 32 years, as she journeys to an insurance claim while recalling her experiences on the job.
The integrated campaign extends through broadcast, cinema, OOH, press and radio, telling the stories of other dedicated NRMA Insurance employees who help its customers each day.
Says Brent Smart, chief marketing officer, NRMA Insurance: “Since I joined the company, I’ve heard incredible stories of how our people help. The challenge is how to tell those incredible stories in a way that doesn’t feel like just another testimonial employee ad. We found a way creatively to honour our incredible people and the way they help our customers.”
Says Barbara Humphries, creative director, The Monkeys: “While you can never prepare for how you’ll react when the unexpected happens, NRMA Insurance assessors spend their whole lives preparing to help you in that moment.
“Hearing Judi talk about many years on the job, experiencing some of Australia’s worst moments, we were moved by the courage, empathy and dedication that sets her and her team apart. We were determined to tell that story.”
Client: NRMA Insurance
Chief Marketing Officer: Brent Smart
Director, Brand Marketing: Sally Kiernan
Director, Content & Customer Engagement: Zara Curtis
Director, Group Brand Strategy: Caroline Hugall
Brand Strategy Lead: Anna Jackson
Creative Lead: Elizabeth Stokes
Creative & Innovation Specialist: Mahsa Merat
Creative Agency: The Monkeys, part of Accenture Interactive
Co-Founder & Group CEO: Mark Green
Co-founder & Group Chief Creative Officer: Scott Nowell
Chief Creative Officer: Tara Ford
Managing Director: Matt Michael
Creative Directors: Barbara Humphries & Benn Sutton
Creative Team: Barnaby Packham & Danny Pattison
Designers: Megan Lecky, Lauren Elliot & Dale Bigeni
Chief Strategy Officer: Fabio Buresti
Head of Planning: Hugh Munro
Head of Production: Penny Brown
Print Producer: Matt Tilbury
Business Lead: Kezia Quinn
Senior Business Director: Ashley Robertson
Senior Business Manager: Sophie Finckh
US Production Co: Anonymous Content
Director: Daniel Kaufman
Executive Producer: Lori Stonebraker
AUS Production Co: FINCH
Managing Director & EP: Corey Esse
Executive Producer: Loren Bradley
Producer: Sarah Nichols
Cinematographer: Jeremy Rouse
Prod Designer: Vanessa Cerne
Post Production: Arc Edit
Editor: Dan Lee
Executive Producer: Daniel Fry
VFX Sup: Eugene Richards
Sound & Music: Sonar
Sound Designer: Timothy Bridge
Composer: Antony Partos
Casting Director: Stevie Ray
My favourite bit is the matching mockups of new papers. Like they never ran but you stuck 3 identical mockups together to make it more impactful. Genius.
Lovely copy in the print. The modified sonic branding however sounds like an ice cream truck.
Lovely, thoughtful, meaningful work! Well done to everybody involved. You can be proud of that.
God, that ads a bit boring. All a bit of nothing for an international director to come and shoot here.
That’s lovely that
The TV ad is lovely, I’m struggling to make sense of the print.
A bit meh for NRMA imo
… the Suncorp ad.
Who indicates coming out of their driveway?
The Suncorp ad?
It’s just ‘meh’
Maybe if they had taken the advice of Chep and got their houses in order they wouldn’t have needed Judi and the others.
In contrast to some posts above, I really like the print. Judi’s career is a cracking old school headline.
This I don’t understand. We have more good directors than we know what to do with, and yet we have to bring someone into the country to make this. That’s BS.
I’m not quite sure they’re helping like no one else when it feels like I’ve seen this before and done better.
Hardest couple of years for Australian freelancers in history, and we are shipping directing jobs out to the states? I feel shitty for all the super talented directors sitting at home in Australia while we get international directors to shoot sub-par stuff like this. All a bit average.
At least it’s consistent with NRMA caring about Australians when it comes to crunch time, like paying out policies.
it’s the suncorp ad…
If you’re going to go and make a marketing claim like this, you need to back it up. So many of the fire victims were denied insurance by NRMA, or told that they could only claim far less than they were covered for. It will make an interesting ICAC / Royal Commission in 20 years, but while people sit in tents, still waiting for a payout a year and a half on from these fires – you don’t have my vote.
Film looks mint
Bloody foreigners coming over here taking our jobs. Get back to your own country.
I don’t really care about the Aussie/international director beef. My thinking though is if you’re going to go to the trouble of an international facilitation – at least make sure it’s worth the effort. This doesn’t seem worth it. NRMA film (from all agencies) over the last year has been ridiculously good. This is an outlier. Lotta cash and effort for an outlier.
Sadly it is a Suncorp lookalike,though far more artfully made.Unfortunate mistake?Or should both client and agency be keeping a closer eye on category competitors.
Needs to get a life. Your ads aren’t groundbreaking or memorable. I had to go look them up to see what on earth you are talking about.
just all a bit too much. Like a really well cared for award school execution.
Pandemic, many quality australian directors stuck here and basically can’t work overseas, with limited work here for the amount of directors. Some people think it’s cool to win projects by flaunting overseas directors and then claim they are all about the community, Australia, equal rights, women in film, LGBTQ etc… it doesn’t seems right.
Especially when the product isn’t any better.
OMON would have been proud of these tumbling type efforts
The campaign is about ‘help’… helping Australian’s affected by disasters.
Is a global pandemic classified as a disaster?
What about helping Australian directors and crew with jobs during the pandemic then?
What if NRMA’s clients knew an international director was flown here or directed whilst overseas this ad during a pandemic?
Wake up people.
This is actually gross.
Agencies don’t win a project by flaunting a director. The idea comes first, then a director is attached.
Clients are well aware of a director is coming from overseas or shooting remotely.
Finally, the Australian film industry has never been busier. Productions are coming here from all over the world due to covid.
NRMA has built it’s brand on the Australian identity/experience. Why on earth would you have an international director do this particular job? Especially one which’s subject is regional Australia. Bit tone deaf right now with so many damn Directors unable to work overseas? Or maybe all the Australian directors were booked and so busy they couldn’t pitch on this enormous blue-chip campaign?
It’s f>!%@!g Suncorp.Just acknowledge it.
Plenty of Aussie directors are shooting abroad remotely from here. Maybe you’re just not good enough?
Lol of course the client knows where the director is coming from. But do the consumers. Doesn’t matter on some brands. Seems a bit off on a disaster ad for Australia though?
Agencies don’t flaunt directors but production companies do. They use the reel built overseas where scripts and budgets are way better to do small shitty jobs here.
There would be a tiny handful of directors from here doing that. Like 5 directors in total. You forget that the rest of the world is flying around doing whatever they please. The point is, this isn’t some specialty directing skill. It looks like any faux moody drama piece that could have been directed by 20 different directors in Australia. It’s also NRMA for australian disasters. Have a think at how it looks…
Consumers couldn’t care less if the director of a tv commercial, that they don’t care about either, flew in from America or NZ.
The small mindedness of some people in the production industry is embarrassing.
In case you hadn’t noticed, we’re competing in a global industry, trying to make effective and award winning work.
Sometimes that means using talent from abroad.
Get out of your little Eastern Suburbs bubble.
But nobody is writing global standard scripts here mate. Well very few. And if you think you are then you are small minded. Also i dare you to name a heap of Australian scripts directed by overseas peeps that win international awards?
The reason you want to use overseas directors is because their reels are built with way better scripts with way bigger budgets made overseas.
Simply put if you gave a lot of directors here (not all) the same opportunity you would find their work is just as good, sometimes better, as proven by directors here that do get a chance overseas and have built global quality reels or travel for work overseas more than they work here. Which leads me to point out that mostly directors here only get bigger when they do a few overseas jobs, and then small minded idiots like you who didn’t hire them previously suddenly get the light bulb moment of ‘oh if overseas approves of them, then so do I’.
Finally, the key point in your statement is ‘award winning’, which only says, that you are thinking you can rely on a director to make your shit 2010 standard script better than it is or ever can be.
Finally of course consumers don’t know who directs ads, but if you pointed it out to a reasonably intelligent and socially conscious NRMA consumer during a pandemic, they’d definitely question it.
Consider your small mind blown.
But bro, my mate Jono hasn’t done a bloody job this year!
for those wondering…
Now I know what they are referencing and got to agree the critics have a point.