JWT zeroes in on RAC’s doing the right thing…

…and makes a warmly compelling point on the side about why that’s a good thing..

“There are so many things in life that will not do the right thing by you; four-year old boys with paintbrushes, faulty boom gates, the other driver… the list is endless. So we feel confident we’ve landed on a great truth, and a campaign with some legs,” Dav Tabeshfar, creative director, JWT Perth.

The new campaign is a progression of last year’s “We promise to do the right thing by you.” When your client is WA’s most trusted brand, using of trustworthiness makes sense.

The core work, the TVCs, are not out there creative. They’re a slice of life. They don’t scream or shout, or have a mnemonic. IThey’re authentic slices of life. And that’s itheir strength. Every mum and dad has ‘been there’. They’re honest, like the brand.

RAC Insurance manager, marketing & member relationship, Hanna Fastyn, said, “At RAC we put our members first; ‘Doing the right thing by you’ perfectly sums up our philosophy and the way we act when our members need us the most. We’re thrilled with the end result.”

The full campaign includes TVCs, supersite and transit media, digital and radio.

Creative Credits:

Agency: JWT Perth

Creative director: Dav Tabeshfar

Executive creative director: Simon Langley

Creatives: Dav Tabeshfar, Wilora Keeley & Tim Newton

Production Company: Exit

Producer: Craig Sloane

Director: Perry Westwood

Sound: Nylon

Post production: Fin