IAG launches Rollin, flexible auto insurance with Bear Meets Eagle On Fire

Insurance Australia Group (IAG) has launched a new ‘flexible auto insurance brand’, Rollin, aimed at younger, independent customers, through Bear Meets Eagle On Fire (BMEOF).

With an emphasis on flexible monthly contracts, Rollin promises to “not tie you up” in his new spot with Larry, a fuzzy ball rapping on Digital Underground’s “Humpty Dance”.

The insurance brand worked with BMEOF to create the brand design and identity, as well as the initial product communications, with IAG’s new media partner, Initiative working on the media strategy.

Brent Smart IAG CMO said, “We see Rollin as a growth engine for our business. Being able to build a brand from scratch is a real career highlight. Doing it with BMEOF founder Micah Walker and his team made it even more special, this brand is as much his vision as ours. Thank you to everyone who worked so hard to make this a reality in such a short space of time, we can’t wait to see Rollin ‘in the world.


The concept behind the campaign was to “communicate brand flexibility by incorporating kinetic movement throughout the character creation and out of home campaign”. To do this, BMEOF worked with Rotterdam-based Studio Dumbar on the graphic identity.

BMEOF founder Micah Walker said working with IAG on Rollin was a “dream project” for the agency.

“Helping name and build a brand, from design to communication, is not something you are used to doing very often. Many thanks to everyone who cared about them and put so much effort into it.

The campaign launched on Sunday, November 7, and has a number of animators and 3D artists who will continue to collaborate on various elements of the brand, including the website and social media.

IAG has worked with a range of agencies on different projects, with Thinkerbell, Colenso BBDO and CHE Proximity working with the brand on project-based work, with The Monkeys being IAG’s primary creative agency.


Client: IAG
Creative: – The bear meets the eagle on fire
Media: Initiative
Digital Media: Resumption
Film production: Revolver

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Justin D. O'Neill

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