Larry introduces IAG’s new insurance brand ROLLiN’ in new work via Bear Meets Eagle On Fire

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IAG has partnered with creative studio Bear Meets Eagle On Fire to launch ROLLiN’, a new flexible car insurance brand designed for independent younger customers. The new brand promises not to tie you down, with a more flexible month-to-month offering.


IAG and BMEOF worked together to conceive the brand and creative design – from building the identity to crafting the product communications.

Initiative, IAG’s new media partner, worked on media.

Says Brent Smart, chief marketing officer, IAG: “We see ROLLiN’ as a growth driver for our business. To be able to build a brand from scratch is a real career highlight. To do it with BMEOF founder Micah Walker and his team has made it even more special, this brand is as much his vision as ours. Thanks to everyone who has worked so hard to make this a reality in a very short amount of time, we can’t wait to see Rollin’ out in the world.”

The 60-second launch spot introduces “Larry” an unencumbered, rolling character that freestyles along to the Digital Underground’s 90’s classic “Humpty Dance” as he eases through his neighbourhood. The spot was directed by Andreas Nilsson at Revolver.

As part of ROLLiN’s contemporary graphic identity, Bear Meets Eagle On Fire collaborated with Rotterdam-based typography designers Studio Dumbar. The idea was to communicate the brand’s flexibility by incorporating kinetic movement throughout the type design and out of home campaign.

An ongoing series of animators and 3D artists were also brought in to collaborate on various elements, including the website and social; something the brand will continue to do. The campaign launched on Sunday, 7th November.

Says Micah Walker, founder, BMEOF: “This is a dream project for us — to help name and build a brand from design through to communication just isn’t something you get to do very often. Big thanks to everyone who’s cared hard and put so much into this.”

Visit the website:

Client: IAG
Chief Marketing Officer: Brent Smart

EM, ROLLiN’ Marketing: Caroline Hugall

EM, ROLLiN’: Brendan Grffith

EM, Content & Customer Engagement: Zara Curtis

Marketing Manager, ROLLiN’: Anna Rallos

Integrated Comms Specialist, ROLLiN’: Jay Patel

Communications Planning Lead: Tom Dodd

Media Specialist: Ashleigh Vogel

Customer and Operations Manager: Hiba Kalache

Digital Marketing Specialist: Amy Gyurasits

1:1 Specialist: Swati Bhardwaj

Search & Performance Specialist: Brett Bennell

Social Media Specialist: Aleksia Dobrich

Principal, Creative and Content Development: Simeon Bartholomew

Creative Studio: Bear Meets Eagle On Fire

Media: Initiative
Managing Director: Sam Geer

Chief Strategy Officer: Chris Colts

Client Advice and Management Director: Ali Bongailas
Partnerships Director: Jessica Scott

Digital Media: Reprise
National Agency Lead: Paula Lopes

National Content Partnership Lead: Evan Porteus
Strategy Director: Clare Gill

Senior Digital Executive: Josh Clayton

Head of Experience: Javier Dominguez

Film Production: Revolver
Director: Andreas Nilsson

Managing Director/ Executive Producer: Michael Ritchie
Executive Producer / Partner: Pip Smart

Producer: Alex Kember

DOP: Lachlan Milne

Production Design: Sherree Phillips

Casting: Citizen Jane
Model Makers: Odd Studio
Model Maker:  Adam Johansen
Puppeteer: Damien Martin
Puppeteer: Gavin Kyle
Puppeteer: Luke Brown

Post Production
VFX/Animation: Blockhead VFX
Editor: Alexandre de Franceschi

Colourist: Ben Eagleton

Sound: Rumble Studios
Sound Designer: Tone Aston

Sound EP: Michael Gie

Music Supervision: Anton @ Trailer Media

Type and Motion Design: Studio Dumbar