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Top 6: November 18th 2020

NRMA Insurance: Sloways

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Top 6: November 18th 2020
Regional Australia relies on caravan tourism to survive. In fact, every $1 spent at a caravan park generates $3.92 for the local community. Yet increasingly, highways divert caravanners away from these towns. Recent bushfires, droughts and floods have only made matters worse. To help, NRMA Insurance created Sloways. A 1400km network of road signs designed to divert caravanners to over 30 struggling towns - helping them slow down, travel safer and boost regional economies. Journeys could be planned online and integrated into maps. Cash cards and prizes encouraged caravanners to spend at local businesses along the way. While film and social content inspired every caravanner to hit the road. Slowly.
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Credits Other credits

CHE Proximity

Reece Lawson, Digital Design Lead

David Halter, Chief Strategy Officer

Catherine Hooson, Director, Experience Consulting

Nick Andrews, Head of Strategy

Cat Shaw-Halford, CX Planner

Charlotte Bruton, Head of Mixed Reality

Anna Boucaut, Technology Project Manager

Chris Howatson, Group CEO

Shane Holmes, Group Account Director

Tyson Mahon, Senior Account Director

Charles Todhunter, Senior Account Manager


Brent Smart CMO

Zara Curtis Director of Content & Customer Engagement

Sally Kiernan Director, Brand

Caroline Hugall Group Brand Strategy Director

Luke Farrell Director of Marketing Operations

Anna Bohler Personalisation Lead

Anna Jackson Brand Strategy Lead

Annabel Brusasco Personalisation Marketing Specialist

& all of IAG Marketing Team

Film Production

Simon Morgan, Art Director

Heliguy, Drone Operator

Heckler Post Production

Bonnie Law, Executive Producer

Andrew Holmes, Senior Editor

Olivier Fontenay, Colourist

Brad Smith, Senior Flame Artist

Music & Sound: Rumble Studios

Executive Producer: Michael Gie

Composer: Jeremy Richmond

Sound Designer: Liam Annert

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