JWT has launched its first outdoor campaign for West Australia’s RAC, with a billboard on the state’s Forrest Highway.
The campaign shows a resourceful family, complete with the family dog, trying to put their breakdown back-up plan into action.
The billboard, located 100km south of Perth towards Bunbury, will be in place until mid-March.
Mark Harricks, executive creative director at JWT, said: “This is a landmark site on WA’s Forrest Highway, with a history of great creative executions. It’s been a heap of fun for our creatives to be able to play with this iconic space.”
Danielle Olbromski, marketing communications manager for RAC Roadside Assistance, added: “This has become a landmark site for RAC Roadside Assistance and our creative needs to reflect the remoteness of the location and the need for roadside assistance. The quirkiness and fresh perspective of this execution has given the brand the cut through we need on this long stretch of highway.”