Reaffirming its commitment to HELP, NRMA Insurance has unveiled a new brand campaign that celebrates the fact that, underneath our tough exterior, Australians have a softer quality that has got us through some pretty tough times: our willingness to help each other. 

Created by The Monkeys, ‘Help Is Who We Are’ relaunches the brand by demonstrating that the people at NRMA Insurance embody the Australian spirit of helping one another, whenever called on.

Shot by feature film directing duo TWIN at The Sweet Shop, the brand film features iconic Hunters & Collectors track ‘Throw Your Arms Around Me’, reimagined by up and coming Australian singer/songwriter Ayla. 

Launching this week, the campaign consists of 90, 60 and 15-sec spots, and will run across broadcast, print, OOH, radio and on NRMA Insurance-owned social channels.

Says The Monkeys Co-founder and Group Chief Creative Officer Scott Nowell: While Aussies like to think of themselves as tough characters, this campaign celebrates Australians’ commitment to helping each other. From tiny moments to major events, we are recognising the role that help -- and NRMA Insurance -- has played in defining our national identity.”

Adds IAG Chief Marketing Officer Brent Smart: “At NRMA, HELP is in our DNA. It’s why we were founded almost 100 years ago, and why we’re still here today. This campaign celebrates our brand roots and sets the tone for the type of human storytelling we are returning to.”