Building ROLLiN’ from scratch.
IAG has partnered with creative studio Bear Meets Eagle On Fire to launch ROLLiN’, a new, flexible car insurance brand designed for independent younger customers.
IAG and BMEOF worked together to conceive the brand and creative design - from building the identity to crafting the product communications. Initiative, IAG’s new media partner, worked on media.
The 60-second launch spot introduces Larry, an unencumbered, rolling character that freestyles along to Digital Underground’s ‘90s classic The Humpty Dance as he eases through his neighbourhood. The spot was directed by Andreas Nilsson at Revolver.
The campaign will run till June. Partnerships and offers will keep rolling out over the coming months.
IAG CMO Brent Smart says the new brand will be a growth driver: “To be able to build a brand from scratch is a real career highlight. To do it with BMEOF founder Micah Walker and his team has made it even more special, this brand is as much his vision as ours.”
Bear Meets Eagle On Fire collaborated with Rotterdam-based typography designers Studio Dumbar for ROLLiN’s contemporary graphic identity. The idea was to communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and OOH campaign.
A series of animators and 3D artists collaborated on various elements, including the website and social; something the brand will continue to do.
BMEOF founder Micah Walker says it was a dream project: “to help name and build a brand from design through to communication just isn’t something you get to do very often”.
