IAG launches Rollin, flexible car insurance with Bear Meets Eagle On Fire

Insurance Australia Group (IAG) has launched a new “flexible car insurance brand”, Rollin, aimed at a younger, independent customer base, via Bear Meets Eagle On Fire (BMEOF).

With a focus on month-to-month flexible contracts, Rollin promises to “not tie you down” in its new spot with Larry, a rolling fuzzy ball that raps along to Digital Underground’s “Humpty Dance”.

The insurance brand worked with BMEOF to creative the brand design and identity, as well as the first product communications, with IAG’s new media partner, Initiative working on the media strategy.

Brent Smart IAG CMO said: “We see Rollin as a growth driver for our business. To be able to build a brand from scratch is a real career highlight. To do it with BMEOF founder Micah Walker and his team has made it even more special, this brand is as much his vision as ours. Thanks to everyone who has worked so hard to make this a reality in a very short amount of time, we can’t wait to see Rollin’ out in the world.

The concept behind the campaign was to “communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and out of home campaign”. In order to do this, BMEOF worked with Rotterdam-based Studio Dumbar on the graphic identity.

Founder of BMEOF, Micah Walker, said that working with IAG on Rollin is a “dream project” for the agency.

“To help name and build a brand from design through to communication just isn’t something you get to do very often. Big thanks to everyone who’s cared hard and put so much into this.”

The campaign was launched on Sunday 7 November, and has a number of animators and 3D artists that will continue to collaborate on various elements of the brand, including website and social.

IAG has worked with a range of agencies across different projects, with Thinkerbell, Colenso BBDO and CHE Proximity working with the brand on project-based work, with The Monkeys being IAG’s main creative agency.


Client: IAG
Creative: – Bear Meets Eagle On Fire
Media: Initiative
Digital media: Reprise
Film production: Revolver


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