ASIA-PACIFIC – SYDNEY, AUSTRALIA, AUGUST 2011 – WhybinTBWASydney has launched its first brand campaign for NRMA Insurance.
Written by Pete Galmes and John McKelvey, creative group heads at WhybinTWBASydney, the 45-second TVC is a huge departure for NRMA Insurance thanks to its filmic narrative and unlikely twist.
In the film, a husband treats his wife to a hot air balloon ride, but receives a surprise of his own, highlighting the fact that NRMA Insurance is more knowledgeable than its competitors.
The film’s narrator is Mark Seymour, famous Australian lead singer from Hunters and Collectors, while its director, Justin Kurzel at Revolver, also directed ‘Snowtown’ a psychological thriller selected for this year’s Cannes International Critics’ Week.
Last November, WhybinTBWA launched a new positioning ‘Experience the difference’ as part of a two-pronged strategy. Earlier campaigns have highlighted the ‘difference’ between NRMA products, whereas this brand campaign highlights the value of ‘experience’ by asking, ‘Since when was a lack of experience a good thing?’
The campaign rolls out in TV, print and out-of-home.
CREDITS:
Creative Agency: WhybinTBWATEQUILA
Creative Group Heads: Pete Galmes and John McKelvey
Production Company: Revolver
Director: Justin Kurzel
Producer: Michael Ritchie and Caroline Barry
Post production: Fin Design + Effects
Motion Design: Maud
