FIRE

Bronze Spike Campaign

Demo Film

Digital Proof JPG

TitleFIRE
BrandNRMA INSURANCE
Product / ServiceINSURANCE
CategoryE03. Print & Publishing
1 of 3 Campaign
EntrantTHE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA
Idea Creation THE MONKEYS, PART OF ACCENTURE SONG Sydney, AUSTRALIA
Production EARDRUM Sydney, AUSTRALIA
Post Production SONAR MUSIC Sydney, AUSTRALIA

Credits

Name Company Position
Mark Green The Monkeys part of Accenture Interactive Group CEO and Co-Founder
Scott Nowell The Monkeys part of Accenture Interactive Chief Creative Officer
Tara Ford The Monkeys part of Accenture Interactive Chief Creative Officer
Matt Michael The Monkeys part of Accenture Interactive Managing Director
Barbara Humphries The Monkeys part of Accenture Interactive Creative Director
Benn Sutton The Monkeys part of Accenture Interactive Creative Director
Danny Pattison The Monkeys part of Accenture Interactive Art Director
Barnaby Packham The Monkeys part of Accenture Interactive Copywriter
Megan Leckey The Monkeys part of Accenture Interactive Designer
Lauren Elliot The Monkeys part of Accenture Interactive Designer
Fabio Buresti The Monkeys part of Accenture Interactive Chief Strategy Officer
Hugh Munro The Monkeys part of Accenture Interactive Head of Planning
Penny Brown The Monkeys part of Accenture Interactive Head of Production
Clint Bell The Monkeys part of Accenture Interactive Print Producer
Matt Tilbury The Monkeys part of Accenture Interactive Print Producer
Kezia Quinn The Monkeys part of Accenture Interactive Business Lead
Ashley Robertson The Monkeys part of Accenture Interactive Senior Business Director
Sophie Finckh The Monkeys part of Accenture Interactive Senior Content Manager

Cultural / Context information for the jury

Australia is a country that faces the full spectrum of natural disasters, from cyclones, to earthquakes, to fires, to floods. And when they strike, which they often do, they strike hard — turning people’s lives upside down. For over 100 years, NRMA has been helping Australians through the things that are hard to imagine. And with an average of 12+ years experience on the job, NRMA Insurance assessors embody this spirit of help. They’ve helped Australians through the worst this country has ever faced. But despite the very real threat of natural disaster that we face, many Australians don’t realise that they need them until after they’ve been through the worst themselves. We needed to show Australians exactly why NRMA staff are the ones you want on your side in when the unthinkable happens.​

Tell the jury about the copywriting.

If great stories are about ordinary people doing extraordinary things, then there’s no better example than an NRMA assessor.​ Using the literary devices of suspense, imagery and rising tension, and the format of short stories, we set out to answer a question: How does one deal with the chaos of a natural disaster AND help a family pick up the pieces after they’ve lost everything?​ Every story begins by dropping the reader into a critical moment with an NRMA Assessor. They’re knee deep in a ditch. Skidding through sludge to avoid colliding with a pig. Or picking up a goldfish tossed clear of its bowl. But we didn’t just want to transport the reader to the disaster zone, we wanted them to experience the unsettling nature of one. Therefore, the copy was written in concert with the deconstructed typography with the aim of buffeting the reader’s senses while maintaining comprehension.