RACQ: the largest club in Queensland

SapientNitro is behind a new campaign for RACQ to show the benefits of being an organisation that is owned by its membners, and why it is the ‘largest club in Queensland’.

According to the advertiser, the reactions of the RACQ being interviewed about their experiences in the films are genuine.

RACQ executive manager marketing John Devaney said: “It was important to be 100% authentic. The shoot was planned like an elaborate surprise party where everyone was in on it except for our RACQ member. So the reaction you see is the real deal. We had up to seven cameras rolling at any time to make sure we didn’t miss that moment.”

SapientNitro ECD Nancy Hartley added: “We were really impressed by the director’s work on ‘Speed Kills’ and knew we needed someone who could evoke and capture real human emotion. The aim is to acknowledge the extra services and benefits that flow on from each individual RACQ Membership – and what it means to be part of Queensland’s largest club.”

Credits:

  • Director: Andrew Lancaster
  • Executive Creative Director: Nancy Hartley
  • Associate Creative Director: Ralph Barnett
  • Account Director: Natalie Hocking
  • Agency Producer: Zaylee Saydam
  • Producer: Angie Fielder
  • Production Company: Photoplay
  • Post Production: Cutting Edge
  • Editor: Kerry Farrell
  • Music: Sonar Music

Comments


  1. AJ
    1 May 12
    8:59 am

  2. Really warming ads. Quite clever to subvert an ad with a surprise for club members but it’s the genuine responses of people that put a smile on your face.

  3. LauraV
    1 May 12
    1:30 pm

  4. Love these ads. Really nice way to communicate the message :)

  5. H-boy
    1 May 12
    2:22 pm

  6. really?