HELP! THE GAME

TitleHELP! THE GAME
BrandNRMA
Product / ServiceINSURANCE
CategoryE01. Brand & Communications Design
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement MINDSHARE Sydney, AUSTRALIA
PR THINKERBELL NORTH Sydney, AUSTRALIA
Production COLLIDER 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
Mahsa Merat IAG Creative & Innovation Specialist
Anna Jackson IAG Brand Strategy Lead
Sam McGown IAG Creative & Innovation Lead
Ant White CHE Proximity Chief Creative Officer
Wesley Hawes CHE Proximity Executive Creative Director
Ashley Wilding CHE Proximity Creative Director
Daniel Davison CHE Proximity Creative Director
Nico Smith CHE Proximity Senior Art Director
Mark Carbone CHE Proximity Senior Copywriter
Zac Pritchard CHE Proximity Senior Copywriter
Holly Alexander CHE Proximity Director, Strategic Production
Darren Cole CHE Proximity Head of Design
Reece Lawson CHE Proximity Digital Design Lead
Michael McGregor CHE Proximity Designer
Nick Andrews CHE Proximity Head of Strategy
Olivier Boulbain CHE Proximity Senior Technology Project Manager
Chris Howatson CHE Proximity Group CEO
Shane Holmes CHE Proximity Group Account Director
Tyson Mahon CHE Proximity Senior Account Director
Murray Bell Collider Experience Director
Andrew van der Westhuyzen Collider Creative Director
Naomi Iland Collider Producer
Simon Rippingale Heckler Director
Benja Harney Paperform Paper Engineer
Bonnie Law Heckler Executive Producer

Cultural / Context information for the jury

Please explain any cultural terms, references or viewing context which would be known by the local audience but may not be known by our international jury. Australia is a uniquely risky country, with fires, floods, drought, spiders, snakes, burglars and even bin chickens. Bin chickens are Australian White Ibis, notorious for rummaging in garbage. She'll be right (often followed by a friendly term of address such as mate) is a frequently used idiom in Australian and New Zealand culture that expresses the belief that "whatever is wrong will right itself with time", which is considered to be either an optimistic or apathetic outlook.

Tell the jury about the copywriting.

This is the first time NRMA Insurance has modified their brand’s tone in the market, bringing their positioning of ‘Help’ to the world with an added fun, playful and irreverent twist. The shift in tone retained the brand’s essence of being approachable and purposeful yet ensured that HELP! The Game stayed true to the board game category and relevant to families with children.

Links
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