“Everyone” promise great storytelling in this industry. THIS is great storytelling. Exceptional storytelling, actually. Distinctive and magnetic. It’s a shame that the words, “human” and “authentic”, have been used time and time again for lesser stories than this. The story, For each other, was created by Hobart creative agency, The20, and directed by Collider director, Rob Stanton-Cook, for Tasmanian insurance company, RACT. It is built around the instinct Tasmanians share to help when there’s a need and the idea that we’re stronger when we look out for each other.

It’s the story of Ollie Hunter who runs to the beach to watch a whale rescue, the woman who goes down to watch over him, his cousin and his neighbour who join him, Ollie’s dad who knocked off from work at lunchtime to sit with him, the group that forms “to be there”. Tiny details about these people in the narration and the imagery build a real connection with the viewer while they also underline the brand promise.

No surprise that the three word platform, For each other, was built from research and conversations with Tasmanians, to capture a defining characteristic of Tasmania and its people, while also reflecting the core position of the state’s leading mutual organisation.

“We didn’t create this out of thin air. It’s grounded in what Tasmanians told us,” stated The20 creative director, Marcus Murphy. “And it’s a sentiment that’s been on full display for this project, from strategy through to fulfilment. Everyone at RACT showed real ambition and commitment in resisting the ‘brand-as-hero’ path and putting Tasmanians at the centre instead. It gives the platform the potential to mean something well beyond the brand.” 

 “Living in Tassie, this was one of those jobs you dream of,” added Stanton-Cook, “where you can get on the ground in a real community and bring a story to life that’s grounded in experience. I was so blessed to get to work with such a generous town that welcomed us with open arms and were so excited to be part of telling this Tasmanian story. Several of our cast made their screen debut for this project and they, along with a brilliant supporting cast and dedicated Tasmanian crew, brought a real truth to the film.”

“There’s a deep connection between RACT and Tasmania,” commented RACT chief experience officer, Karla Wasinski. “At a time when the pressures of life have never seemed greater, we wanted to create something meaningful that reminds Tasmanians of what’s always been true about this place: when someone needs a hand, we step up. It’s a spirit that’s woven into our communities and RACT’s purpose as a member-owned organisation. It’s exciting to think about what could happen when we encourage more of it.”

The platform will roll out across FTA, BVOD and social channels and a broader range of RACT activity. 

Credits:
Client: RACT 
Chief Experience Officer: Karla Wasinski 
General Manager Brand & Community: Anita Lincolne-Lomax 
Marketing Manager: Meredith Farrer
Strategic Marketing Manager: Leah Tierney
Brand Communications and Content Manager: Jen Murnaghan

Creative Agency: The20
Head of Strategy: Matt Fishburn
Creative Director: Marcus Murphy
Senior Account Director: Blyda Eksteen
Senior Art Director: Jay Perrett
Senior Writer: Robbie Arnott
Agency Producer: Kali Bean

Production Company: Collider
Director: Rob Stanton-Cook
Managing Partner & EP: Rachael Ford-Davies 
EP: Tom Slater 
Producer: Georgia Moraitis 
DOP: Tyson Perkins 
1AD: Adam Wareham 
Production Manager: Kate Fox

Post Production & VFX: ARC 
Editor: Laurence van Camp 
Senior Finish Artist: Jesse Meha 
Colourist: Fergus Rotherham

Sound: Electric Sheep Music 
Sound Creative Director: Glenn Sarangapany
Sound Executive Producer: Kate Stenhouse
Composer: Declan Harsent
Sound Designer: Georgia Collins
Casting Director: Aeshlie Wheeler

Media: The20
Media Director: Libby Nielson 
Media Account Manager: Mel McDonald 
Digital Specialist: Ella Michele 
Digital Media Trader: Bibek Bhandari