"The Royal family has had its time, now it's time we took the reins."
A campaign aimed at reigniting the conversation around Australia becoming a republic has been launched by The Australian Republic Movement (ARM) and Sydney-based agency Brand+Story.
The campaign, developed from extensive research, interviews and conversations over the past two years, hopes to unite the majority of Australians who are in favour of a republic.
The campaign slogan, We Can Take It From Here. reflects the attitude many Australians have with regards to electing our own Head of State.
ARM National Director Sandy Biar: "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."
Brand+Story, which last year produced the Qantas vaccine rewards campaign Fly Away, approached the ARM early in 2021 offering services on a pro bono basis. Agency partners Josh Whiteman and Paul Chappell said they were happy to provide their time and services 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," says Paul Chappell.
"We wanted to create a campaign with a uniquely Australian voice. 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," Josh Whiteman adds.
The We Can Take It From Here campaign depicts a number of everyday Australians suggesting we are big enough, smart enough and old enough to run this country ourselves, without the help of an entitled Royal family.
"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 says.
The campaign was filmed between Christmas and New Year and features two TV commercials and an explainer video that features ex Socceroo and media personality, Craig Foster AM, as well as social and digital content.
Brand+Story partnered with Elastic Studios in Sydney and Melbourne and Sherlock Creative to produce the campaign creative.
CREDITS:
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
