IAG deploys flexibility in a new campaign



IAG has partnered with design studio Bear Meets Eagle On Fire to launch ROLLiN ‘, a new flexible auto insurance brand designed for young independent clients.

Backed by a fun 60-second spot, the new brand promises not to tie customers down. Their monthly offer offers freedom. Freedom as in Larry, a giant ball that has nothing to hold it back.

IAG and BMEOF worked together to craft the brand and the creative design – from identity building to product communications design.

Initiative, IAG’s new media partner, worked on media.

“We see ROLLiN ‘as a growth engine for our business. Being able to build a brand from scratch is a real career highlight. Doing it with BMEOF founder Micah Walker and his team made it even more special, this brand is as much his vision as ours, ”said Brent Smart, IAG CMO.

“Thanks to everyone who worked so hard to make this a reality in such a short space of time, we can’t wait to see Rollin ‘in the world. “

There, Larry, a rolling, trouble-free character who freestyle on the ’90s Digital Underground classic, “Humpty Dance”, walks around his neighborhood. The spot was directed by Andreas Nilsson at Revolver.

As part of ROLLiN’s contemporary graphic identity, Bear Meets Eagle On Fire collaborated with Rotterdam-based typography designers Studio Dumbar. The idea was to communicate the flexibility of the brand by incorporating kinetic movement throughout the character creation and advertising campaign.

An ongoing series of animators and 3D artists have also been brought in to collaborate on various elements including the website and social media; something the brand will continue to do. The campaign was launched on Sunday, November 7.

“It’s a dream project for us – helping to name and build a brand from design to communication just isn’t something you get to do very often. Many thanks to everyone who cared about them and put so much effort into this area, ”said Walker, Founder of BMEOF.


Client: IAG
Marketing Director: Brent Smart
ME, ROLLiN ‘Marketing: Caroline Hugall
ME, ROLLiN ‘: Brendan Grffith
EM, content and customer engagement: Zara Curtis
Marketing manager, ROLLiN ‘: Anna Rallos
Integrated Communications Specialist, ROLLiN ‘: Jay Patel
Communications Planning Manager: Tom Dodd
Media Specialist: Ashleigh Vogel
Head of Customers and Operations: Hiba Kalache
Digital Marketing Specialist: Amy Gyurasits
1: 1 Specialist: Swati Bhardwaj
Research and Performance Specialist: Brett Bennell
Social Media Specialist: Aleksia Dobrich
Director, Content Creation and Development: Simeon Bartholomew

Creative studio: the bear meets the burning eagle

Media: Initiative
Managing Director: Sam Geer
Strategy Director: Chris Colts
Client Advisory and Management Director: Ali Bongailas
Director of Partnerships: Jessica Scott

Digital Media: Resumption
Head of the national agency: Paula Lopes
Head of National Content Partnership: Evan Porteus
Strategy Director: Clare Gill
Digital Senior Executive: Josh Clayton
Experience Manager: Javier Dominguez

Film production: Revolver
Director: Andreas Nilsson
Managing Director / Executive Producer: Michael Ritchie
Line Producer / Partner: Pip Smart
Producer: Alex Kember
Director of Photography: Lachlan Milne
Graphic design: Sherree Phillips
Casting: Citizen Jane

Model makers: Odd Studio
Model maker: Adam Johansen
Puppeteer: Damien Martin
Puppeteer: Gavin Kyle
Puppeteer: Luke Brown

Post production
Animation and VFX: Charlotte Plowman @ Blockhead
Editor: Alexandre de Franceschi
Colorist: Ben Eagleton
VFX Supervisor: Karen Fabler

Sound: Rumble Studios
Sound designer: Tone Aston
Sound EP: Michael Gie
Musical supervision: Anton @ Trailer Media

Type and Motion Design: Studio Dumbar


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