Last year’s SBS Sustainability Challenge winner, the NRMA, set a new benchmark for how brands can combine powerful storytelling with genuine environmental action. Their campaign encouraged Australians to consider switching to electric vehicles, positioning EV adoption as both an accessible and impactful step toward reducing transport emissions.

Importantly, sustainability was embedded not just in the message, but in the making of the campaign. Working with production partner 3rdspace, the NRMA adopted a low-emissions production model from remote-first casting and EV crew transport to solar-powered generators, plant-based catering and post-production powered by renewable energy. The result was a final shoot footprint of just 1.98 tCO₂e - 75% lower than the industry average.

Beyond the screen, the campaign aligned with their broader investment in Australia’s EV future, including one of the nation’s largest fast-charging networks connecting cities and regional communities. The work demonstrated that commercial creativity, behaviour change and sustainable production can coexist, setting a high bar for future entrants.