ARM tells Royal Family ‘we can take it from here’ in latest campaign via Brand + Story

The Australian Republic Movement (ARM) is hoping to reignite the conversation around Australia becoming a republic in their latest campaign We Can Take It From Here.

Developed by creative agency Brand + Story, the campaign includes two 30-second TVCs and a longer format explainer video featuring ex Socceroo and media personality, Craig Foster AM, as well as content across social and digital channels.

The campaign features shots of everyday Australians putting their support behind an Australian republic with encouraging statements of “we can manage” and “we can take control”.

Following more than two years of extensive research, ARM hopes to unite the majority of Australians who support Australia becoming a republic. The campaign slogan, We Can Take It From Here, speaks to the sentiment held by many Australians the presence of a Royal Head of State is outdated.

“We believe every Australian should be able to choose an Australian as our Head of State that represents them, and these ads will carry that message home.” said ARM National Director, Sandy Biar.

Brand + Story, known for their recent work on the Fly Away vaccine rewards campaign for Qantas, offered their services to ARM on a pro-bono basis in early 2021, with agency partners Josh Whiteman and Paul Chappell indicating their support for the cause.

“We are both passionate about Australia forging its own path into the future. The Royal family has had its time, now it’s time we took the reins,” said Paul Chappell.

“We wanted to create a campaign with a uniquely Australian voice.” Josh Whiteman added. “We can often fall in the trap of thinking Australia doesn’t have its own identity, but we absolutely do. Our sense of humour, our resilience and the understated way we talk to each other is uniquely Australian.”

“This is just the start of the conversation. There will be many conversations to have over the next few years before we all get to vote on the matter again. But the simple truth is, we can manage the running of our own country ourselves,” Chappell concluded.

Brand+Story collaborated with Elastic Studios in Sydney and Melbourne as well as Sherlock Creative to produce the campaign creative.


Client: Sandy Biar, Australian Republican Movement

Agency: Brand+Story

Writers: Paul Chappell and Josh Whiteman

Creative Director: Josh Whiteman

Executive Producer: Paul Chappell

Production + Post House: Elastic Studios

Director: Nathan Richman

Producers: Samantha Holder & Yioti Vamvouklis

DOPs: Tom Strangward & Andre Hoo

1st ACs: Trudi Gultom & Matt Wideman

Sound Recordists: Ben Hooft & Donovan Fingleton

Editors: Adrian Maurici & Arinne Liew

Digital and social content design: Sherlock Creative


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