NOT FAST, NOT FURIOUS
For caravanners, slow is a way of life. It’s about getting back to basics, back to nature and reconnecting with family. What better thing for NRMA Insurance to protect? Not just caravans but the very way of life that surrounds them. Running across OOH, digital and radio, the campaign launched with a romantic brand film, inspiring Australians to hit the road. Slowly.
To further protect the slow way of life, we created Sloways. A 1400km network of road signs, designed to redirect caravanners away from dangerous, fast-paced highways and through over 30 regional towns that embrace life in the slow lane.
We created a bespoke webpage for Sloways allowing people to plan their journeys online and integrate them into maps.