To reconnect ROLLiN’ with its youthful Australian audience, we repositioned the brand around the simplicity and flexibility it offers drivers. Moving away from its earlier US-leaning hip-hop aesthetic, we created "Here for the Ride" — a vibrant, relatable campaign celebrating real-life moments in and around the car, infused with a playful Australian flavour. Through dynamic visuals and an original soundtrack, the work highlighted ROLLiN’s fresh, youthful approach to hassle-free insurance across social, DOOH, Spotify, and video.
Through workshops and cultural insights into our audience’s real-life context — like loud budgeting and the cozzielivs mindset — we identified ROLLiN’s true strength as a People’s Champion brand. This strategic reframing inspired "Here for the Ride": a series of authentic, lo-fi vignettes where cars serve as backdrops to everyday adventures, emphasizing freedom, simplicity, and emotional connection with a new generation of drivers.
