HELP! The Game
NRMA Insurance
Issue 58 | March 2021
Agency
CHE Proximity
Creative Team
Chief Creative Officer: Ant White Executive Creative Director – Syd: Wesley Hawes Creative Directors: Ashley Wilding, Daniel Davison Senior Art Director: Nico Smith Senior Copywriters: Mark Carbone, Zac Pritchard
Production Team
Production Credits: Collider Experience Director: Murray Bell Creative Director: Andrew van der Westhuyzen Technical Director: Hugh Carrick-Allan Senior Designer: Mitch Brown Head of Studio Production: Naomi Illand Managing Director: Rachael Ford-Davies Game Consultant: Brendan Keogh Character Concept Illustrations: Julian Frost, Jacky Winter Special T Card and Booklet Production Principal Tech Creators Character, Object & Dome Manufacturing: Ted Esdaile-Watts Film Production: Heckler Film Production & Post: Heckler Director: Simon Rippingale Paper Engineer: Benja Harney Executive Producer: Bonnie Law Producer: Johnny Greally Director of Photography: Simon Higgins VFX Supervisor: Jamie Watson Senior Editor: Andrew Holmes Colourist: Olivier Fontenay Senior Flame Artist: Brad Smith Music Sound Design, Audio Production: Rumble Photographer: Patrick Moran
Other Credits
Director, Strategic Production: Holly Alexander Head of Design: Darren Cole Digital Design Lead: Reece Lawson Designer: Michael McGregor Chief Strategy Officer: David Halter Head of Strategy: Nick Andrews Senior Technology Project Manager: Olivier Boulbain Group CEO: Chris Howatson Group Account Director: Shane Holmes Senior Account Director: Tyson Mahon Senior Account Manager: Charles Todhunter Media Agency: Mindshare PR & Earned: Thinkerbell
Date
November 2020
Background
Australia is a uniquely risky country. There’s floods, fires, tremors, tornados, burglars and bin chickens – all in the one place. But perhaps the riskiest thing of all in this ‘Lucky Country’, is that while Aussies know they’re surrounded by risks, 32% of them assume everything will be fine.
Idea
HELP! The Game The best-selling board game that finally engaged Australia with insurance To get the nation spending an average of 40 minutes learning about risks and how to protect themselves without even realising it, the idea was to tap into the year’s fastest growing trend - board games – and sell HELP! in 230 Kmart stores.
Leading game designers analysed thousands of real-world risk scenarios and made them engaging by embedded them into gameplay, with complicated insurance jargon and claims also disguised as fun throughout. Players can choose to protect their assets with giant domes (insurance) or choose to risk it all with every roll of the dice. The one who survives Australia’s hazardous seasons with the most assets protected at the end, wins.
HELP! The board game was released just in time for Christmas, with proceeds supporting disaster relief and recovery for first responders. But perhaps the most breakthrough thing of all, is that HELP! will now sit next to other board game staples in homes across Australia for years to come, reminding families to stay safe and to protect the assets they value most.