WA’s RAC launches new creative platform via The Brand Agency and Group Yellow

RAC has launched a new creative platform and campaign via The Brand Agency and Group Yellow (IPG Mediabrands).

The announcement:

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

‘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.

‘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’, said Haylee.

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.”

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

Source: The Brand Agency