NRMA launches Christmas campaign with first work from The Monkeys

The Monkeys has rolled out its first campaign for insurer NRMA since winning the account from incumbent agency M&C Saatchi in September.

Entitled ‘Long Way’ the short two-minute film features a little calling her grandparents on Christmas Eve to tell them she misses them and is disappointed they can’t make it for Christmas.

The video continues to show the elderly couple sitting down in silence together as they decide to embark on a long journey to surprise their granddaughter and daughter for Christmas.

The film is the beginning of a brand shift for NRMA Insurance since chief marketing officer Brent Smart joined IAG in February.

“This is a return to the type of storytelling and tone of voice that has made the NRMA Insurance brand loved, and signals the new direction we are taking the brand in.

“It’s exciting to make something together with our new partner The Monkeys. We are in such good creative hands with their team,” Smart said.

Incumbent agency M&C Saatchi won the account in 2014 from Whybin/TBWA and held the account up until September this year.

‘Long Way’ aims to encourage Australians to drive safely during the Christmas period with NRMA Insurance claiming their data shows increased car collisions over the holiday period.

Chief creative officer and The Monkeys’ co-founder, Scott Nowell, said the brief was “a gift in itself”.

The campaign is set to run in cinemas and social channels.


  • Client: IAG
  • Brand: NRMA Insurance
  • Chief Marketing Officer: Brent Smart
  • Creative Lead: Liz Stokes
  • Marketing Lead: Erin Bennett
  • Creative Agency: The Monkeys
  • Co-founder & Chief Creative Officer: Scott Nowell
  • Senior Copywriter: V. Wassim Kanaan
  • Senior Art Director: Andrew Fraser
  • Senior Producer: Jade Rodriguez
  • Executive Planning Director: Fabio Buresti
  • Planner: Henry Bilson
  • Group Content Director: Humphrey Taylor
  • Senior Content Director: Katie Wong-Hee
  • Senior Content Manager: Jack Stone
  • Production Company: Finch
  • Director: Christopher Riggert
  • DOP: Tim Tregoning
  • EP: Rob Galluzzo & Corey Essey
  • Producer: Camilla Mazzaferro
  • Offline Edit: The Butchery / Jack Hutchings
  • Sound: Song Zu

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