The One Show
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Category
Craft / Writing
Annual ID
OS22_PT055M
About the Work
If great stories are about ordinary people doing extraordinary things, then there’s no better example than an NRMA Insurance assessor.
They’ve helped Australians through decades of natural disasters. So, to honour their commitment and compassion to helping Australians in need, we told three true stories from the assessors’ careers that placed the reader at the scene of an earthquake, a flood, and a fire.
Using the literary techniques of suspense, imagery and rising tension, and the format of short stories, we set out to answer a question: How does one deal with the chaos of a natural disaster AND help a family pick up the pieces after they’ve lost everything?
Every story begins by dropping the reader into a critical moment with an NRMA Assessor. They’re knee deep in a ditch. Or skidding through sludge to avoid colliding with a pig. Or picking up a goldfish tossed clear of its bowl. The writing activates the reader’s senses making real the sights, sounds and smells of the moment.
But we didn’t just want to transport the reader to the disaster zone, we wanted them to experience the unsettling nature of one. Therefore, the copy was written in concert with deconstructed typography that deliberately buffets the reader’s senses while maintaining comprehension. By showing the assessors as ordinary people doing extraordinary things, we turned them from a group you might never have thought about, into people you can’t afford to be without.
They’ve helped Australians through decades of natural disasters. So, to honour their commitment and compassion to helping Australians in need, we told three true stories from the assessors’ careers that placed the reader at the scene of an earthquake, a flood, and a fire.
Using the literary techniques of suspense, imagery and rising tension, and the format of short stories, we set out to answer a question: How does one deal with the chaos of a natural disaster AND help a family pick up the pieces after they’ve lost everything?
Every story begins by dropping the reader into a critical moment with an NRMA Assessor. They’re knee deep in a ditch. Or skidding through sludge to avoid colliding with a pig. Or picking up a goldfish tossed clear of its bowl. The writing activates the reader’s senses making real the sights, sounds and smells of the moment.
But we didn’t just want to transport the reader to the disaster zone, we wanted them to experience the unsettling nature of one. Therefore, the copy was written in concert with deconstructed typography that deliberately buffets the reader’s senses while maintaining comprehension. By showing the assessors as ordinary people doing extraordinary things, we turned them from a group you might never have thought about, into people you can’t afford to be without.
2022 Awards
Total Points: 3
Merit
Credits
Agency
The Monkeys / Sydney
Art Director
Danny Pattison
Copywriter
Barnaby Packham
Chief Creative Officer
Tara Ford
Creative Director
Barbara Humphries
Benn Sutton
Designer
Dale Bigeni
Lauren Elliot
Megan Leckey
Head of Production
Penny Brown
Managing Director
Matt Michael
Business Lead
Kezia Quinn
Chief Strategy Officer
Fabio Buresti
Group CEO & Co-Founder
Mark Green
Group Chief Creative Officer & Co-Founder
Scott Nowell
Print Producer
Clint Bell
Matt Tilbury
Senior Business Director
Ashley Robertson
Senior Business Manager
Sophie Finckh
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