NRMA Insurance lights up in latest brand film from Accenture Song
To mark its 100th birthday, NRMA Insurance has rolled out a new brand film to reinforce its commitment to being “A Help Company”, via Accenture Song.
The insurance brand’s latest film, “The Lighthouse”, builds on its A Help Company platform — a positioning it adopted in July 2024, championing NRMA as a supporter of Australian communities. Similarly with The Lighthouse, NRMA collaborated with Accenture Song on the repositioning.
The campaign centres on a 1-minute film — produced by production company Good Oil, and directed by Gary Freedman — that shows a lighthouse keeper sweeping the lighthouse’s spotlight over the surrounding area, offering much-needed assistance to people and livestock caught in its beam. When a storm cuts the power, the keeper steps in, continuing to illuminate the community.
The film continues the campaign’s use of a cover of The Beatles’ 1965 song Help!.
“The Lighthouse celebrates our heritage of help while making a bold statement about our future. It is a metaphor for how even small acts of help can scale into something powerful and far-reaching,” Sally Kiernan, executive manager of marketing, brand and communications at NRMA Insurance, said in a press release.
“NRMA Insurance has a proud 100-year history of helping Australians protect what matters. Entering our next century as A Help Company, we have a firm focus on how we will continue to help protect and prepare customers and communities today and into the future.
“We look forward to introducing new initiatives in our centenary year to support that ambition.”
Matt Michael, Droga5 ANZ’s CEO and ANZ marketing practice lead at Accenture Song, expressed the creative agency’s pride at the work.
“Our partnership with NRMA Insurance is built on a shared belief that brands have a responsibility to act, not just speak,” he said in the above-mentioned release.
“A Help Company is more than a campaign – it’s a platform that represents NRMA Insurance’s commitment to helping Australians through its core products and services as well as its education, community impact and advocacy initiatives. We’re proud to help bring this next chapter to life, starting with The Lighthouse.”
The Lighthouse is being backed “by a multi-channel creative rollout” via digital, outdoor and print channels “in partnership with Initiative Media.
Apart from its initial launch, Accenture Song and NRMA Insurance brought the latter’s A Help Company platform to life in November 2024, in a campaign centring on community cricket and the NRMA’s partnership with Cricket Australia.
Credits
NRMA Insurance:
Chief Customer & Marketing Officer: Michelle Klein
Executive Manager, Marketing, Brand & Communications: Sally Kiernan
Executive Manager, Marketing Strategy: George Exikanas
Executive Manager, CXM Partnerships & Business Excellence: Luke Farrell
Executive Manager, Media, Channels, Performance & Personalisation: Mark Echo
Manager, Channel Marketing: Bec Alexander
Principal, Brand Communications: Mahsa MeratAccenture Song:
Global CEO, Droga5: Mark Green
Global CCO, Neil Heymann
Creative Chair: Nick Law
ANZ Marketing Practice Lead, CEO of Droga5 ANZ: Matt Michael
Chief Creative Officer: Barbara Humphries
Creative Directors: Christie Cooper, James Connor
Creative Team: Ewan Harvey & Aïcha Wijland
Principal Director: Kezia Quinn
Business Management: Patrick Lynch, Emma Brown, Indivar Kumar
Strategy Director: Tim Wilson-Brown
Head of Production: Penny Brown
Senior Producers: Simone O’Connor & Elliot LiebermannProduction:
Production Company: Goodoil
Director: Gary Freedman
Executive Producer: Sam Long
Producer: Andrew McLean
DOP: Germain McMicking
Production Design: Steven Jones-Evans
Casting Agent: Peta Einberg Casting
Postproduction: The Editors
Producer: Daniel Bradford-Fry
Editor: Pete Sciberras
VFX: FIN
Colourist: Trish Cahill
VFX Supervisor: Mikey Brown
Executive Producer: Billy Becket
Sound: Massive Music
Experiential Sound Director: Simone Kane
Executive Producer: Katrina Aquilia
Music Re-record: Beatworms
Composer: Cam Ballantyne
Music Supervision (The Beatles): Level 2Initiative:
Managing Partner, IAG: Luke Carmichael
Chief Strategy Officer: Thomas Dodd
Head of Investment, IAG: Suzanne Mellon
Group Business Director, Head of Initiative Impact: Elle Galipienzo
Head of Strategy & Product: Tom Davies
Investment Director, Harry Hooper
Investment Associate Director, Connor Dempsy
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say