A new interpretation of what it means to be quintessentially Queensland.
RACQ has launched a platform that celebrates Queensland and features a cast of charismatic animals to deliver humour, emotion and commentary about situations Queenslanders face every day.
‘You with RACQ?’, embraces the cheeky, larrikin nature of Queenslanders while reinforcing the features and benefits of RACQ’s roadside assistance, insurance and banking products.
Each commercial blends light-hearted humour into relatable situations that humans often find stressful as part of a move to connect with its audience on a more personal level.
The new brand platform has kicked off with four unique scenarios featuring cockatoos, kookaburras, water dragons and possums, in a fully integrated campaign across TV, radio, outdoor, online video, digital, and social.
RACQ’s general manager marketing membership and digital Tim Cochrane said they are excited to take the brand to a new level.
"This is our new interpretation of what it means to be quintessentially Queensland," he 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."
VML worked closely with Chop Shop to create 3D animals, overlayed with the facial expressions of real people, to bring each story to life.
Brisbane's managing director Adam Kennedy said it’s a privilege to create a new platform for an iconic Queensland brand, like RACQ.
“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,” he said.
This is the first work that VML have created since their appointment in 2023 following a competitive pitch process.
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
Studio: Santi Drane
Head of design: Melissa Radman
Design: Jaz Baker
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
