RAC have launched a new campaign shining a light on what really matters to Western Australians and the role the organisation plays in protecting this.
Created by Wunderman Thompson Perth, the campaign titled ‘This’ illustrates how the COVID-19 crisis has made Australians take stock and look at things differently, including their relationship and connection to homes, pets, and possessions that are often taken for granted.
Damien Van Pelt, RAC Insurance General Manager Product and Sales said “It goes without saying that COVID-19 had an impact across many organisations in Australia, and RAC was no different. Our research demonstrated that our members and the wider WA community conducted a higher degree of ‘life admin’ during this period of uncertainty so we wanted to make them aware of the support that we could provide to help protect the things they most cherish.”
With large scale productions out of the question, Wunderman Thompson approached content creators in the creative industry to capture real candid moments in their home or with their pets. Nothing was staged, with no camera crews, creatives or clients on set. The result was genuine slice-of-real-life, while also being a helping hand to the local industry.
“Our creative team presented an idea that was as simple and authentic as it gets, said Joe Hawkins, Creative Director at Wunderman Thompson. “It strikes a chord, regardless of your postcode. The production required trust from all parties, but the end result was something that connects, and positions the brand as one that understands WA locals and what’s important to them.”
The campaign launched on TV networks with two 30” spots and two 15” online videos.
Manager, Marketing & Communications – Simone Woodward
Marketing Communication Manager – Katy Lucas
Digital Marketing Communications Manager – Melanie D’Rozario
Digital Marketing Coordinator – Shauni Giles
Creative Director – Joe Hawkins
Snr Art Director – Tim Newton
Snr Copywriter – Wilora Keeley
Group Engagement Lead – James Fitzjohn
Engagement Exec – Renee Harris
Strategy Lead – Carnelian Easton-Jones
Snr Producer – Katherine Muir
Editor – Dave Wade Production
Content Creator – Shaun Atherstone
Content Creator – Salty Davenport
Sound Engineer – Nick Gallagher