| Title | HELP! THE GAME |
| Brand | NRMA |
| Product / Service | INSURANCE |
| Category | E01. Brand & Communications Design |
| Entrant | CHE 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 |
| 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 |
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.
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.