NRMA Insurance asked us to continue to build out the brand platform which we launched in 2022, to bring fresh meaning and resonance to their positioning of 'HELP'.

The idea, ‘Until Then…’, imagines a world where insurance isn’t needed and where mishaps and accidents prevent themselves from ever happening. However, until that world exists, we all need some help when things in life go awry. That's why NRMA Insurance is here.

For the OOH, headlines - talking to the wide range of things can go wrong in everyday life - were brought to life through a combination of bold typography and graphic imagery playing a supporting role. The brand's iconic crest - synonymous with 'HELP' - provides the pay-off.

This OOH campaign says a lot with only a few words - a testament to the cleverness of the copywriting. The headlines are simple, yet arresting, using words and turns of phrases that are a bit unusual, almost poetic - in contrast to the typical functional language often associated with insurance companies.