Australia’s larrikin humour gives RACQ, Queensland’s member organisation for roadside assistance, insurance and banking products, an appealing personality in a new campaign by VML. The campaign has launched under a new brand platform, You with RACQ?, that features a cast of charismatic animals to deliver humour, emotion and insightful commentary about situations that Queenslanders face every day.
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 humans). Each of the four scenarios promotes a different product offerings featuring either cockatoos, kookaburras, water dragons and possums. The full campaign covers TV, radio, outdoor, online video, digital, and social.
The 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 much-loved Charter Boat campaign that left a lasting mark on Queensland’s advertising landscape.
“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,” stated RACQ general manager marketing membership and digital, Tim Cochrane.
“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.’
Adam Kennedy, managing director of VML Brisbane, added, “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 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.
Credits:
Client: RACQ
General Manager Marketing Membership and Digital: Tim Cochrane
Manager Brand and Marketing Sponsorships: Helen Dearling
Manager Member and Consumer Research: Candice Watt
Marketing Lead: Annie Deeth
Marketing Specialists: Sarah Ford & Catie Baumgarten
Manager Marketing Operations and Creative: Kelly Gorry
Creative Designer: Alex Pain
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
Studio: Santi Drane
Media: Zenith
Production Company: 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
