Queensland’s critters star in ‘You with RACQ?’ platform, via VML
Roadside assistance and insurance provider, RACQ, has released a new campaign featuring a selection of witty animals, via VML.
The ‘You with RACQ?’ platform combines cheeky humour with vital commentary to spotlight the benefits and features that RACQ provides through its banking, roadside assistance and insurance offerings.
It does this through a set of commercials that see humans placed into tumultuous situations while a pair of animals – possums, kookaburras, cockatoos and water dragons – watch on and commentate. The decision to adopt a humourous platform was taken to he brand “connect with its audience and members on a more personal level”.
“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,” Tim Cochrane, RACQ’s general manager for marketing membership and digital, said.
“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.
“We are proud Queenslanders and believe this is reflected in our ads. We have served here for 119 years and are honoured to be Queensland’s largest Club.”
VML worked with Chop Shop to develop the digital animals with 3D technology. They also overlaid peoples’ facial expressions onto the animals to help generate the final product. The platform is the result of all of VML’s services, including programmatic, creative, design, brand and digital.
‘You with RACQ?’ is the first piece of creative work VML has made for RACQ since it was appointed to the organisation in 2023.
“It’s a privilege to create a new platform for an iconic Queensland brand, like RACQ,” said VML Brisbane m’s managing director, Adam Kennedy.
“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.”
The campaign is airing across social, online video, TV, outdoor, radio and digital.
Credits:
Client: RACQ
Tim Cochrane: General Manager Marketing Membership and Digital
Helen Dearling: Manager Brand and Marketing Sponsorships
Candice Watt: Manager Member and Consumer Research
Annie Deeth: Marketing Lead
Sarah Ford: Marketing Specialist
Catie Baumgarten: Marketing Specialist
Kelly Gorry: Manager Marketing Operations and Creative
Alex Pain: Creative Designer
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
Head of design: Melissa Radman
Design: Jaz Baker
Studio: Santi Drane
Media: Zenith
Group Business Director: Emma Davis
Client Partner: Lauren Greer
Digital Director: Louise Marks
Account Manager: Tim Svenson
Digital Account Manager: Paulina Munoz
Production: 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
Talent:
Stephen Curry, Bernard Curry – Cockatoo voices
Madeleine Levins & Sam Simmons – Kookaburra voices
Damien Garvey & Leon Cain – Water Dragon voices
Adam Zwar & Nelle Lee – Possum voices
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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