NRMA Insurance, with Colenso BBDO, is launching a new film, Sleeper, reminding Australians to stay alert and safe on the roads these holidays.
The Christmas campaign captures a dreamlike vision of the quintessential road trip.
Directed by Juan Cabral of MJZ, in partnership with FINCH, it follows the story of a family travelling along the Australian highways at night before reaching their grandma’s house at daybreak.
Along the journey, the family – a mum behind the wheel and her two daughters – drift into peaceful slumber as viewers are transported into a familiar-looking analogue world, but one populated with self-driving cars.
The film follows their peaceful road trip as the family’s car threads its way across bridges, intersections and spaghetti junctions, before delivering the family safely into the arms of grandma.
“It’s not often brands take the time to tell a proper story these days, but it’s stories that people love," Colenso BBDO creative chairman Nick Worthington says.
"This cautionary tale, told brilliantly by Juan Cabral, takes us on a magical journey into the near future, while simultaneously keeping one foot in the past. It’s a simple and timely reminder for us all to take care on the roads these holidays.”
“It truly felt like a small crew shooting a short film, everyone waiting for the moon to do its thing," Cabral says.
"Nick and the Colenso team were really championing the nuances of long road trips… embracing the mystery of the night and sleep. The cast was lovely, including the kangaroo that came to say hi for a little cameo.”
FINCH and MJZ produced the work for Cabral.
“It was a pleasure to work with Juan on this project, and the collaborative relationship between client, agency and production executed a beautifully-crafted piece of work," Finch executive producer Loren Bradley says.
Sleeper launches this week, across TV, cinema and online.
Hear Zara Curtis, director of content and customer engagement at IAG, talk more about the road safety campaign and NRMA's recent Sloways work at Regional Reignited.
Credits
Client: NRMA Insurance, IAG AU
Chief Marketing Officer: Brent Smart
Marketing Director: Sally Kiernan
Creative & Innovation Lead: Elizabeth Stokes
Creative & Innovation Specialist: Danielle Picker
Creative Agency: Colenso BBDO
Media Agency: MindShare, AU
FINCH
Producer - Cath Anderson
Executive Producer - Loren Bradley
Executive Producer - Rob Galluzzo
MJZ
Director - Juan Cabral
DOP – Eric Gautier
President / Executive Producer - David Zander
Executive Producer - Emma Wilcockson
Editor – Emiliano Fardaus
Post Producer - Julieta Fernández Castagnino
MPC LA
Colourist – Ricky Gausis
Colour Producer – Sasha Pace
Online – Blockhead VFX
Grade - Pete Ritchie
Music - Soundtree Music
Composer - Pete Raeburn
Music Superviser - Jay James
Sound Design – Parv Thind, Wave Studios UK
Producer – Beth Tomblin, Wave Studios UK
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