The NRMA developed a campaign encouraging Australians to consider switching to electric vehicles, while showcasing its growing national EV charging network. The creative celebrates sustainable road trips, supported by the NRMA Electric fast charging network, connecting cities and regional communities nationwide.

Created by the NRMA In-house Creative Studio and partnering with agency 3rdspace for production, the campaign was the winner of the inaugural SBS Media Sustainability Challenge, calling on brands to rethink how sustainability is represented in marketing and to produce work that sparks positive change.

Beyond its message, the campaign set out to model sustainability in advertising practices. Using the AdGreen carbon calculator to help prioritise high-impact reductions provided a transparent, credible way to report the final footprint, and helped the team embed sustainable production principles at every stage of the process, without compromising creativity or business objectives.

“Winning the inaugural SBS Media Sustainability Challenge was about proving creativity and sustainability can co-exist. We learned what works, what doesn’t work and where the industry needs to go next”

Marie Ferrett, General Manager Brand and Reputation, the NRMA

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This case study was provided by the NRMA, and the project was included in the 2026 dataset. Watch the final film here.

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CO2e correct as at date of activity input/edit. Subject to change in future if Final Footprint is reopened and activities edited, due to underlying factor updates.