VML has launched a new brand platform for RACQ (Royal Automobile Club of Queensland) that celebrates Queensland.
The platform features a cast of charismatic animals who deliver humour, emotion, and insightful commentary about everyday situations.
You with RACQ? embraces the cheeky, larrikin nature of Queenslanders while reinforcing the features and benefits of RACQ’s roadside assistance, insurance and banking products.
Each commercial in the campaign features a pair of watchful characters, effortlessly blending light-hearted humour into relatable situations that are often stressful and tense (for the humans).
This shift is a deliberate move by RACQ to continue to connect with its audience and members on a more personal level, reminiscent of the brand’s beloved ‘Charter Boat’ campaign that left a lasting mark on Queensland’s advertising landscape.
The new brand platform has kicked off with four unique scenarios promoting different product offerings featuring cockatoos, kookaburras, water dragons and possums, in a fully integrated campaign across TV, radio, outdoor, online video, digital, and social.
“This is our new interpretation of what it means to be quintessentially Queensland, and we are excited to take the brand to a new level,” Tim Cochrane, RACQ’s general manager marketing membership and digital, said.
“It leans into our core of trust and safety; and aligns with our vision to be a trusted partner for our members providing solutions to move and live safely, securely and sustainably.
“We are proud Queenslanders and believe this is reflected in our ads. We have served here for 119 years and are honoured to be Queensland’s largest Club.”
Adam Kennedy, managing director of VML Brisbane, said” “It’s a privilege to create a new platform for an iconic Queensland brand, like RACQ.
“This new creative direction for the brand takes relatable Queensland scenarios and combines them with the personality, charm and cut-through observations of our feathered, furry and scaly friends.”
VML worked closely with Chop Shop to create 3D animals, overlayed with the facial expressions of real people, to bring each story to life.
This is the first work that VML have created since their appointment in 2023 following a competitive pitch process. This new partnership leverages the full breadth of VML’s service offering, including brand, creative, digital, design, and programmatic.
Credits:
Client: RACQ
Tim Cochrane: General Manager Marketing Membership and Digital Helen Dearling: Manager Brand and Marketing Sponsorships Candice Watt: Manager Member and Consumer Research
Annie Deeth: Marketing Lead
Sarah Ford: Marketing Specialist
Catie Baumgarten: Marketing Specialist
Kelly Gorry: Manager Marketing Operations and Creative Alex Pain: Creative Designer
Creative Agency: VML
Managing Director: Adam Kennedy
Head of Strategy: Andrew Kolb
Head of Client Engagement: Janelle Shinners Client Partner: Ingrid Postle
Account Director: Camille Briscoe
Account Manager: Ali Candrick
Chief Creative Officer, APAC: Paul Nagy
Executive Creative Director: Stu Turner
Senior Art Director: Cameron McDonald
Senior Copywriter: Shaun McMahon
Head of Production: Mignon Van Weeren
Head of design: Melissa Radman
Design: Jaz Baker
Studio: Santi Drane
Media: Zenith
Group Business Director: Emma Davis Client Partner: Lauren Greer
Digital Director: Louise Marks
Account Manager: Tim Svenson
Digital Account Manager: Paulina Munoz
Production: Chop Shop Post
Directors: Lav Bodnaruk + Mike Mier Producers: Lav Bodnaruk + Mike Mier DOP: Lav Bodnaruk
VFX: Chop Shop Post
VFX Supervisor: Romain Bierman
Post Production Producer: Murray Pope Offline Editor: Steph Liquorish
Online: Scott Wilson
Production Manager: Carolina Gesser
Talent:
Stephen Curry, Bernard Curry – Cockatoo voices
Madeleine Levins & Sam Simmons – Kookaburra voices
Damien Garvey & Leon Cain – Water Dragon voices
Adam Zwar & Nelle Lee – Possum voices