NRMA Insurance and creative agency Bear Meets Eagle On Fire (BMEOF), have rolled out the second phase of its 'Until Then' campaign. The campaign, which spans across TV, cinema, radio, social media, and out-of-home (OOH) advertising, aims to redefine the concept of 'HELP' by promising to be there for customers when things go wrong.

The 'Until Then' campaign envisions a world where insurance isn't required and accidents prevent themselves from happening. The idea behind the campaign is 'Until Then... we'll be here to help', reinforcing NRMA Insurance's commitment to its customers.

BMEOF was tasked with the challenge of translating this concept through the marketing funnel and creating a broader suite of work, ranging from brand to product. The campaign film, 'Hailstorm', directed by Steve Rogers at Revolver, narrates the story of a car seeking shelter from a storm, thereby avoiding damage.

The OOH advertising component of the campaign addresses everyday mishaps that NRMA Insurance can assist with. The campaign also highlights initiatives that NRMA Insurance is involved in to help communities prepare for extreme weather conditions.

In addition to the main campaign, a suite of brand idents was created in collaboration with UK director and photographer Dan Tobin-Smith and Time Based Arts. These idents expand on the brand mnemonic, showcasing what lies behind the promise of 'HELP'.

Running parallel to the brand work is an integrated product campaign, 'We'll help', produced in partnership with BUCK. This campaign demonstrates how NRMA Insurance delivers on its promise through a variety of product propositions.

Zara Curtis, NRMA Insurance Executive Manager Customer Experience, Brand and Social Impact, said: 'This latest Until Then spot Hailstorm is timely for our customers in the face of changing and more frequent weather events. And with a creative system designed to work across the marketing funnel to meet our key business objectives.'

Micah Walker, Chief Creative Officer and Founder of BMEOF, said: 'It’s great being able to continue to build on a brand platform we’re proud of. This time around, we’ve been given the chance to run our thinking a bit deeper through product and retail, and the brand idents we’ve created with Dan are also a lovely addition to the story.'