The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Branded Entertainment

A Fire Inside

Agency FINCH / Sydney + The Tuesday Club / Auckland + Atticus / Sydney

Client NRMA Insurance


Craft / Art Direction

Annual ID


About the Work

A Fire Inside is a critically acclaimed feature length documentary which exists as part of a broader campaign including a film, a book, and a movement. It reached Australians from every walk of life, sparked a national conversation, and fundamentally changed the way the nation prepares for and responds to times of crisis. The Black Summer bushfires of 2019-2020 were an unprecedented event in Australia's history. Across the space of a year, there were 11,400 fires breaking out across the country, devastating homes, natural habitats, and threatening Australia’s wildlife. Though Australia has a government-run firefighting service, most of the on the ground work was done by volunteer firefighters, who were not paid for their time or bravery, and who in many cases were called on to protect their own homes, or the homes of their neighbours, when the blazes hit. Examining the toll on those ordinary Australians who rushed into the flames to help their neighbours and total strangers, the film was designed to show audiences that they can make a difference no matter what kind of helper they are, and ultimately inspire them to take action. The documentarians of A Fire Inside carefully curated a massive volume of archival materials and wove them into a tapestry of original observational scenes, interviews, animated still photography, and high concept recreations, allowing audiences to truly appreciate the scale and catastrophic impact of the Black Summer bushfires as if they were witnessing them firsthand. Focusing on the stories of ordinary resilience – including the volunteer firefighter who drove, twice, into the inferno, to help those trapped – the film takes a personal view of the devastation, examining the natural instinct to help, and life after bravery.

2023 Awards

Total Points: 9



The Tuesday Club / Auckland

Client / Brand

NRMA Insurance

Production Company

Finch / Sydney

Music / Sound Production Company

Sonar Music

Post Production Company

Atticus / Sydney

Media Distribution Company

Icon Film Distribution

Chief Creative Officer

Cam Blackley


Matteo Zingales


Matt Oak

Director of Photography

Josh Flavell

Executive Creative Director

Mandie Van Der Merwe
Avish Gordhan

Motion Designer

Frankie Principe


Billy Worthington

Design Director

Jonny Kofoed

Audio engineer

Cole Goodley
Stefaan Van Leuven

Brand Strategy Lead

Anna Jackson


Margie Reid

Chief Marketing Officer & Executive Producer

Brent Smart

Chief strategy Officer

Chris Colter

Chief Thinker

Adam Ferrier

Co-Director, Writer

Luke Mazzaferro

Communications Planning Lead

Tom Dodd

Consulting Producer

Andrew Flakelar
Carla McGrath

Corporate Communications Advisor

Alexandra Peard

Creative Director, Writer

Nick Worthington

CX Group Strategy Director

Amy Kousis

Director of Brand Marketing

Sally Kiernan

Director of Content & Customer Engagement & Executive Producer

Zara Curtis

Director, Group Brand Strategy

Caroline Hugall

Director, Writer

Justin Krook

Executive General Manager, Safer Communities

Ramana James

Executive Manager, Marketing Operations

Luke Farrell

Founder, DOA

Ebony Gaylor

General Manager

Katie Dally

Group Account Director

Am Lall

Group CEO

Justin Graham

Group Strategy Director

Cat Mellon

Head Brand Thinker

Gerry Cyon

Head Engineer

Shane Taipari

Head of Co.Lab

Jaclyn Gordon

Head of Corporate Communications

Amanda Wallace

Head PR Thinker

Natalie Duncan

Head Thinker

Ruth Hatch

Lead PR Thinker

Taylor York

Manager of Content & Editorial & Consulting Producer

Raelene Metlitzky

Managing director

Sam Geer
Michael McEwan

Media Specialist

Lisa Jarvis

Senior Account Manager

Katie Lockwood

Social Media & Content Lead

Keira McIntosh

Specialist, Content Producer

Luke Mortimer

Specialist, Creative & Innovation

Danielle Picker

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