360 campaign: SLOWAYS
OOH, FILM, WEB, SOCIAL, Brand collateral
🦁 1x Silver cannes lion
✏️ 1x SHORtlist D&AD
🏆 1x Merit ONEShow
Sloways: a 1400km network of routes to redirect caravanners through over 30 regional Australian towns. These were places that were being increasingly bypassed by highways, and impacted by recent bushfires, droughts and floods. Sloways helped caravanners slow down, and travel safer, while boosting regional economies. Created for NRMA Insurance, Australias leading insurance company, the campaign cleverly encouraged more people to get caravanning (and take out a policy) while building brand love by helping communities in need with extra tourist dollars.
Directed by: Dani Pearce
Content and stills by: Chris Searle
