RAC launches new creative Change for the better platform and campaign via The Brand Agency

Yesterday saw the launch of a new creative platform and campaign from RAC, created in partnership with The Brand Agency and Group Yellow.

‘Change for the better’ brings to life the role that RAC has had over the past 117 years, driving and embracing change for the better, and demonstrates how the organisation continues to help transform our state with positive actions that help make WA safer, more sustainable, and better connected.

The new creative platform is designed to shift perceptions of the organisation from a product and service provider to an inspiring brand making positive change in WA.

‘Change for the better’ soft-launched in key OOH sites to build anticipation for the campaign launch on 11th September. The integrated campaign is running across TV, OOH, radio, social, press, search, digital video and audio channels.

“As one of the most iconic brands in WA, revitalising it is an absolute privilege. The brand team here at RAC, alongside our agency partners, have worked tirelessly to ensure the creative platform brings to life the RAC brand story in an authentic and engaging way for our members and the wider WA community,” said Haylee Felton General Manager of Brand and Marketing at RAC.

Felton added: “We did a lot of discovery work throughout the process, which showed that people know RAC well for our products and services, but there is a clear opportunity to raise awareness about the incredible social and community impact RAC has driven since its very beginnings.”

Hannah Muirhead, Head of Brand Strategy, The Brand Agency, said: “For too long, the revolutionary spirit of RAC has been lurking in the shadows. This campaign aims to bring the history and impact of RAC to life and revitalise the brand to help ensure its success for another hundred years. We feel very proud to have played our part in telling the story of a WA icon.”

Dean Hunt, Executive Creative Director, The Brand Agency, said: “As the original changemakers, RAC has been driving positive change in Western Australia for over 100 years. With no shareholders, they’ve able to give back to members and the wider community in so many ways. This launch creative celebrates those past achievements, while continuing to drive the brand forward. Big thanks to the team at RAC, The Brand Agency, Beautiful Pictures, and Cue Sound.”

VIEW THE FILM

PLAY THE RADIO

Credits
Client: RAC
General Manager Brand and Marketing: Haylee Felton
Senior Manager, Brand Strategy & Planning: Susan Maxwell-Leigh
Brand Communications Manager: Rebecca Whittle
Campaign Lead (Brand): Danika Briggs

Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Art Director: Ellen Treharne
Copywriters: Anneliese Sullivan and Dan Debuf
Creatives: Tony Simmons and Damien Whelan
Head of Design: Dan Agostino
Designer: George Cooke and Marcie Greenall
Finished Artists: Julian Farnan, Paul Connelly and Nicola Commons
Head of Brand Strategy: Hannah Muirhead
Senior Account Director: Reyne Thomson
Account Manager: Felicity Gordon
Account Executive: Lili Gadsby
Executive Producer (King Street): Katie Trew
Producer (King Street): Rozie Fretz

Media Agency: Group Yellow (IPG Mediabrands)
General Manager: Heather Lawson
Head of Partnerships: Brianna Wells
Investment Partnership Executive: Tia Sullivan

Production Company: Beautiful Pictures
Director: Matsu
Executive Producer: Kate Downie
DOP: Elliot Nieves
Offline Editor: Saxon Wright
Online/Grade: Caitlin O’Connor
VFX: Last Pixel
Sound: Cue Sound
Engineer: Nick Gallagher
Music: ‘Flow’ Performed by Crooked Colours
Licensed Courtesy of Sweat It Out