SLOWAYS

TitleSLOWAYS
BrandNRMA
Product / ServiceINSURANCE
CategoryB06. Consumer Services / Business to Business
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
PR THINKERBELL NORTH Sydney, AUSTRALIA
Production REVOLVER Sydney, AUSTRALIA
Production 2 RUMBLE STUDIOS Sydney, AUSTRALIA
Post Production HECKLER Sydney, AUSTRALIA

Credits

Name Company Position
Brent Smart IAG Chief Marketing Officer
Zara Curtis IAG Director of Content and Customer Engagement
Sally Kiernan IAG Director, Brand
Caroline Hugall IAG Group Brand Strategy Director
Luke Farrell IAG Director of Marketing Operations
Anna Bohler IAG Personalisation Lead
Anna Jackson IAG Brand Strategy Lead
Annabel Brusasco IAG Personalisation Marketing Specialist
Ant White CHE Proximity Chief Creative Officer
Holly Alexander CHE Proximity Director, Strategic Production
Gavin Chimes CHE Proximity Creative Director
Ashley Wilding CHE Proximity Creative Director
Daniel Davison CHE Proximity Creative Director
Fee Millist CHE Proximity Senior Copywriter
Rebecca Duggan CHE Proximity Senior Art Director
Darren Coles CHE Proximity Head of Design
Reece Lawson CHE Proximity Digital Design Lead
Phil Johnston CHE Proximity Brand Director
Cat Hooson CHE Proximity Head of CX
Cat Shaw-Halford CHE Proximity CX Planner
Anna Boucaut CHE Proximity Technology Project Manager
Chris Howatson CHE Proximity Group CEO
Shane Holmes CHE Proximity Group Account Director
Tyson Mahon CHE Proximity Senior Account Director
Charles Todhunter CHE Proximity Senior Account Manager
Dani Pearce Revolver Director
Michael Ritchie Revolver Executive Producer
Sarah Nichols Rumble Producer
Chris Searle Title Artist Management Photographer/Director
Maree Mitchell Title Artist Management Producer

Write a short summary of what happens in the film

For caravanners, slow is a way of life. It's about getting back to basics, back to nature, reconnecting with loved ones and exploring the best parts of a country. With unprecedented numbers of caravanners taking to Australian roads in 2020, NRMA Insurance created a film that captured the romance of slowing down in a caravan. Showing it didn't just protect caravans, but the very way of life that surrounds them.

Cultural / Context information for the jury

Caravans are mobile homes. They are popular methods of domestic travel in Australia, towed by an SUV or a similar sized vehicle. Due to the wide open spaces of Australia, caravans are the best form of ground travel that allows the traveller to continue their journey even if they find themselves in the bushlands. Sloways, like freeways, roadways and highways, is not only a campaign property but carries the ambition of being a long-standing road network developed specifically for caravanners.

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