NRMA Insurance: The Knowledge Keepers
Brief
NRMA Insurance engaged Campfire x to develop a First Nations-led initiative aimed at educating “at-risk” Australians about extreme weather events, specifically fire, flood, and heat. The objective was to provide a unique perspective on disaster preparedness and environmental stewardship through a First Nations lens, moving beyond standard corporate messaging to offer deep, ancestral wisdom on how to prepare for and manage these escalating environmental threats.
Idea
The strategy began with an intensive research and investigation phase, during which Campfire x interviewed numerous First Nations Land Management Practitioners across the country. This collaborative process led to the creative concept of “The Knowledge Keepers”, a 30-minute documentary designed to showcase First Nations Land Management Practitioners working within their specific areas of expertise. The core message was that knowledge is only powerful when shared, and by listening to those who have managed the Australian landscape for millennia, everyday Australians can learn vital skills for the future.
Execution
The production was executed over a 6-month period, during which the team travelled to various locations across Australia to capture three primary stories: Cultural Burning, Flood Management, and Heat Management.
• Trust & Protocol: A crucial part of the execution involved building genuine trust with the Land Management Practitioners to ensure they felt comfortable sharing their sacred knowledge with a large corporation like NRMA. Campfire x strictly upheld correct cultural protocols throughout the process.
• Methodology: The project required educating NRMA Insurance on the complexities of First Nations production. Traditional industry practices—such as rigid storyboards, shot lists, and style treatments—were set aside to accommodate traditional storytelling ways. NRMA demonstrated significant flexibility, changing internal policies to support this culturally appropriate approach.
Outcome
“The Knowledge Keepers” achieved exceptional reach and acclaim across multiple platforms:
• Broadcast & Streaming: The film premiered on NITV to over 18,000 viewers in a prime-time slot and has since been streamed by over 80,000 people on SBS On Demand.
• Digital & Out-of-Home (OOH): The campaign featured over 40 OOH placements and a digital execution that generated 1 million impressions with a reach of over 600,000.
• Impact: The project resulted in a greater-than-expected uptake from everyday Australians—estimated at over 50,000 individuals—seeking to learn more about First Nations land management.
• Global Recognition: The documentary has received global acclaim and numerous media features. It received a Silver Award for the Anthem Awards and was selected for international film festivals, including New Film Makers Los Angeles and The Lift Off Documentary Network.
Testimonial
The collaboration, passion and deep expertise in storytelling bares testimony to the result campfire x delivered on for the Beyond 3% project with IAG.
Campfire x worked hand in hand with the NRMA Insurance team to bring the Beyond 3% initiative to life, navigating a complex brief with clarity, creativity, and care. Their deep expertise in the craft of storytelling — paired with an understanding of corporate nuance — resulted in a rich, emotionally resonant piece of content that exceeded expectations. It was a true collaboration, and a masterclass in purposeful storytelling.
Rae – IAG
Campfire x worked hand in hand with the NRMA Insurance team to bring the Beyond 3% initiative to life, navigating a complex brief with clarity, creativity, and care. Their deep expertise in the craft of storytelling — paired with an understanding of corporate nuance — resulted in a rich, emotionally resonant piece of content that exceeded expectations. It was a true collaboration, and a masterclass in purposeful storytelling.
Rae – IAG