| Title | FIRST SATURDAY |
| Brand | NRMA |
| Product / Service | INSURANCE |
| Category | F05. Cultural Insight |
| Entrant | CHE 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 | SONAR MUSIC Sydney, AUSTRALIA |
| Post Production | HECKLER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Brent Smart | IAG | Chief Marketing Officer |
| Sally Kiernan | IAG | Director, Brand |
| Zara Curtis | IAG | Director of Content and Customer Engagement |
| Caroline Hugall | IAG | Group Brand Strategy Director |
| Luke Farrell | IAG | Director of Marketing Operations |
| Sam McGown | IAG | Creative & Innovation Lead |
| Elizabeth Stokes | IAG | Creative & Innovation Lead |
| Mahsa Merat | IAG | Creative & Innovation Specialist |
| Ant White | CHE Proximity | Chief Creative Officer |
| Chris Howatson | CHE Proximity | Chief Executive Officer |
| Holly Alexander | CHE Proximity | Director, Strategic Production |
| Gavin Chimes | CHE Proximity | Creative Director |
| Mark Tallis | CHE Proximity | Senior Art Director |
| Cameron Dowsett | CHE Proximity | Senior Copywriter |
| Katie Dally | CHE Proximity | Client Partner |
| Shane Holmes | CHE Proximity | Group Account Director |
| Charles Todhunter | CHE Proximity | Senior Account Manager |
| Nick Andrews | CHE Proximity | Head of Strategy |
| Darren Cole | CHE Proximity | Head of Design |
| Vanessa Saporito | CHE Proximity | Senior Designer |
| Reece Lawson | CHE Proximity | Digital Design Lead |
| Michael McGregor | CHE Proximity | Designer |
| Justin Kurzel | Revolver | Director |
| Michael Ritchie | Revolver | Executive Producer |
| Serena Paull | Revolver | Producer |
| Sam Chiplin | Revolver | Director Of Photography |
| Jack Hutchings | Freelance | Editor |
| Bonnie Law | Heckler | Executive Producer |
| Tom Corbett | Heckler | VFX Supervisor |
| Anthony Partos | Sonar Music | Composer |
Red Tuesday, Ash Wednesday, Black Saturday. When there’s a day of natural disaster in Australia, the media gives it a name. In 2020, NRMA Insurance launched a day of prevention, First Saturday. The initiative asks Australians to dedicate the first Saturday of every month to helping first responders by making their homes safer. To inspire participation, the launch film featured real firefighters from Australia's recent bushfires being called to a replicated emergency. For the first time, the nation got a realistic glimpse into what first responders face, seeing them not as superheros, but human beings that need help too.
The purpose of NRMA Insurance is to make your world a safer place. Their entire brand platform is built on a single promise - Help. Following Australia’s devastating summer bushfires, that purpose was more important than ever. Every year natural disasters put Australian homes and the first responders at risk. And every year NRMA Insurance steps in AFTER disasters to rebuild homes and lives. To bring their brand purpose to life, this year they created a day to help BEFORE - First Saturday for First Responders. First Saturday became part of the national calendar, inspiring Australians to dedicate the first Saturday of every month to doing one task to make their homes safer - preventing first responders being called to danger. It enacted real behaviour change in the community, shifting the national conversation from preparation to preservation and reframing simple safety tasks not as chores, but as help.