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NRMA "Who’s At Fault?" Campaign

Driving safer roads, one animated debate at a time.

  • Design
  • 3D Animation
  • Video
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NRMA "Who’s At Fault?" Campaign

NRMA Insurance is one of Australia’s most trusted insurance brands. With millions of members nationwide, they’re committed to protecting Australians, not just through policies, but through smarter education around safety, risk, and responsibility on the road.

Cypha partnered with NRMA Insurance to create a high-impact, animated social media series that invited Australians to settle the score: who’s really at fault in everyday road rule dilemmas? The result, over a million views, 12,000+ comments, and a campaign that made road safety go viral.

The Challenge

NRMA wanted to spark meaningful engagement on their social channels, but in a crowded landscape of road rule content, they needed something distinctive.

The brief was clear:

  • Develop an animated video series that breaks through the social media noise
  • Bring to life real-world road rule dilemmas that confuse even experienced drivers
  • Make each video relatable, sharable, and irresistibly debate-worthy

The twist? The answer to "Who's at fault?" wouldn’t be revealed until later, keeping the community hooked and talking.

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The Solution

Cypha developed a standout content series built on authenticity, curiosity and creativity.

1. Real-World Scenario Selection
We collaborated with NRMA’s call centre and claims teams to identify the most common (and confusing) driving scenarios Australians face. From reversing out of driveways to lane merging chaos, every scenario was relatable and ripe for debate.

2. Pixar-Inspired Creative Direction
Using 3D moodboards and storyboards, we established a warm, Pixar-like aesthetic, human enough to relate to, but neutral enough to focus on the facts. Each storyboard laid out the scenario clearly, ready to evolve into a short film.

3. Full 3D Animation Production
We built custom environments, vehicles, signage and streetscapes in 3D. The videos were animated in short, digestible loops optimised for social media (particularly Facebook), with campaign tracking and audience targeting layered in.

Moodboards

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Sketches

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Services & Capabilities

  • Concept Development
  • Road Rule Research
  • Storyboarding & Moodboards
  • 3D Animation & Rendering
  • Social Media Optimisation
  • Paid Campaign Strategy

The NRMA "Who’s At Fault?" campaign became a breakout hit across social channels, delivering not just views, but real conversations about driver behaviour. Each post became a conversation starter, with comments debating the answer, shares from family and friends, and spikes in branded engagement. The suspense-driven delay in revealing the answer helped extend campaign shelf life and maximise reach.

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Results

11

Custom 3D Videos

1M+ Views

views across Facebook

153X

Industry Average Engagement Rate

12,000 +

Comments sparking debate

130,000+

Interactions including shares and reactions

We needed to connect with drivers in a way that felt human. Cypha helped us do that through smart content and great execution. — NRMA Campaign Manager

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