| Title | SLOWAYS |
| Brand | NRMA |
| Product / Service | INSURANCE |
| Category | F07. Corporate Purpose & Social Responsibility |
| 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 | 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 |
| 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 |
The central purpose of NRMA Insurance is to make your world a safer place. Sloways is a media campaign that turns this brand purpose into a multi-platform customer experience, diverting caravanners off highways and through regional towns that need support. In doing so, it provides caravanners with slower, safer and more rewarding journeys while boosting regional economies. With 1400km of OOH directional signage, a 90’ brand film and a digital approach across multiple platforms, Sloways not only brought NRMA’s brand purpose to life by helping both cravanners and communities , it became a cultural part of the Australian road system - seen by millions of drivers over the holiday periods.