NRMA’s In-House Studio Creates EV Ad to Win SBS Sustainability Challenge

NRMA has won the SBS Media Sustainability Challenge with an environmentally-friendly produced campaign which encourages Australians to consider switching to an electric vehicle (EV), and highlights its growing network of EV chargers.

The campaign was created by NRMA’s in-house creative studio, and marketing agency 3rdspace. As well as modelling sustainability in its messaging by encouraging Australians to make the switch to an EV, the ad embedded sustainable production practices at every opportunity, including: remote-first location scouting and virtual casting to reduce travel and paper use; EV carpooling for small, agile crew and local casting where possible; solar-powered generators for lighting and battery charging; vegetarian catering and refillable water bottles; post-production powered by renewable energy; virtual voice-over recording sessions; utilising cast’s own and recycled clothing; and fully recycled hard drives.

The spot features a couple trying vanilla slices and exploring regional towns after their electric vehicle is charged at a designated station. Another man is pictured waist-deep in water after discovering new places to fish, and appreciates new scenery from the top of a rock.

Marie Ferrett, general manager, brand and reputation at NRMA, said, “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.”

Kate Young, national manager of SBS CulturalConnect, said, “We are incredibly proud to award the NRMA as the inaugural winner of the SBS Media Sustainability Challenge.

“In conceiving this challenge, we wanted to promote outstanding work which drives positive change and rethinks how brands can authentically drive sustainability in their advertising campaigns and the associated TV productions.

“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.”

As more Aussies switch to electric vehicles, NRMA’s electric fast charging network is connecting capital cities with regional communities. NRMA now has 540 charging points from 292 EV chargers across 157 sites in every state and territory across Australia, with another 32 sites to come in the next six months.

Every EV switch saves 30 tonnes of CO₂ over the vehicle’s life – a powerful reminder of why this work matters. Beyond the award, NRMA will amplify the ‘switch’ message across owned channels to its more than 3.4 million members, reinforcing its commitment to helping Australians go further sustainably.

Launched in March this year, the challenge called on Australian brands to rethink how sustainability is represented in marketing and to produce work that sparks positive environmental change.

NRMA receives $500,000 in advertising inventory on SBS, plus consulting services and training from Sustainable Screens Australia to ensure the ad meets best practices for sustainable production.