RAMS has launched the latest 'Walk like a ram' campaign commencing another phase to its enduring 'Greater Together' strategy with Richards Rose.
RAMS and Richards Rose have developed another phase to their enduring ‘Greater Together’ brand strategy and platform.
RAMS aims to build on the strong performance of the past work, but elevate the emotional intensity of the brand amongst first home buyers and self-employed and drive home a compelling customer proposition.
In 60-second spot, there are different people from all over Australia walking to the same upbeat step as Raymond moving to the old-made-new track ‘Walk like a RAM’.
Richards Rose CEO Digby Richards says the campaign is a great example of strategic entertainment.
“People, like never before, need empathy and help when it comes to buying a house for the first time, but they also need to feel great about what should be one of the most amazing experiences in their life – this campaign tries to do both," Richards says.
Richards Rose creative director Simon Edwards adds: “This is a really simple, joyful idea that perfectly reflects the RAMS brand difference. The combination of the characters, animation and music delivered by Perry Westwood, Heckler and Nylon has resulted in a campaign that we’re really proud of."
The campaign will run across all paid, owned and earned media in different contextual forms.
Credits
Client:
Head of Marketing: Christian Johansson
Senior Manager Brand & Content: Danielle Kean
Marketing Manager Brand & Content: Annie Uliana
Hero Talent: Raymond A Ram
Richards Rose:
CEO: Digby Richards
Executive Creative Director: Adam Rose
Creative Director: Simon Edwards
Senior Art Director: Sean Cleary
Senior Integrated Designer: Mac Archibald
Head of Planning: Jody Elston
Head of TV/Content: Tanya Hairman
Account Director: KaLing Ng
Production:
Production Company: Heckler
Director: Perry Westwood
DOP: Matt Stewart
Animation Director: Alex Weight
Executive Producer: Will Alexander
Senior Producer: Charu Menon
Head of VFX: Jamie Watson
Head of 3D: Tom CorbettEditor: Andrew Homes
Colourist: Greg Constantaras
Live Action Producer: Johnny Greally
Music Licensing: Music Mill
Music & Audio Production: Nylon Studios
