NRMA sets new benchmark for sustainable advertising with EV campaign

NRMA has taken out the inaugural SBS Media Sustainability Challenge with a new EV campaign that embeds sustainable production practices across every stage of the creative process.

Created by the NRMA in-house creative studio 3rdspace, the campaign encourages Australians to consider switching to an EV while spotlighting the NRMA’s charging network across the country. 

The SBS Media Sustainability Challenge launched to push brands to rethink how sustainability is represented in advertising and to normalise environmentally responsible behaviour.

Beyond its messaging, the NRMA campaign was produced using a sustainable production model. Initiatives included remote-first location scouting, virtual casting, EV carpooling for crew, solar-powered generators, vegetarian catering, refillable water bottles, virtual voice-over sessions, recycled wardrobe, renewable energy-powered post-production and fully recycled hard drives.

According to AdGreen, the final carbon footprint of the shoot was 75% lower than the industry average. The campaign also aligns with the NRMA’s national EV infrastructure push. The organisation now operates 540 charging points across 292 chargers at 157 sites nationwide, with another 32 sites due to come online in the next six months.

“Winning the inaugural SBS Media Sustainability Challenge was about proving creativity and sustainability can co-exist. We learned what works, what doesn’t and where the industry needs to go next,” Marie Ferrett, general manager brand and reputation at the NRMA, said.

Kate Young, national manager of SBS CulturalConnect, added the team was "incredibly proud" to award The NRMA as the inaugural winner of the SBS Media Sustainability Challenge.

“The work by the NRMA in-house Creative Studio and 3rdspace does exactly this and shows how Australian brands can lead when it comes to driving sustainability and change in consumer behaviour.”

The NRMA said every EV switch saves around 30 tonnes of CO2 over the life of a vehicle when charged using renewable energy. The organisation will now amplify the campaign across its owned channels to more than 3.4 million members.