RACQ has kicked off the year with a new brand campaign asking viewers to take a fresh look at the century-old club.
‘Live a life that moves you’ is the call to action on the TV that launched on Sunday and is the first major piece made in collaboration with their new creative agency, Clemenger BBDO Brisbane.
Renee Davidson, head of marketing at RACQ said this campaign reflects the evolution that’s been occurring within the business over the last 12 months.
“Where our brand has long been a safety net, we can also be a springboard, helping members get more from their lives in Queensland every day, with genuinely better products, services and experiences,” she said.
https://youtu.be/wpclqigxM-I
Marianne Harvey, creative director at Clemenger BBDO Brisbane said the brand has a big story to tell.
“RACQ has an incredibly diverse offering. They’ve got a lot to offer across all sides of life, not just on the road,” she said.
“They’re such a trusted and well-loved brand here in Queensland. It’s been a pleasure to bring to life the optimistic, energetic side of RACQ.”
The campaign’s driving music track was supplied by Brisbane band, Ball Park Music. It will run across TV, cinema, digital and in-store.
Credits
Client: RACQ
Head of Marketing: Renee Davidson
Marketing Strategy & Engagement Manager: Jill Every
Marketing Production Manager: Kyra Dunstan
Marketing Production Team Manager: Kristian Saunders
Marketing Specialist: Kelly Gorry
Agency: Clemenger BBDO Brisbane
Managing Director: Vanessa Brennan
Creative Directors: Cristian Staal & Marianne Harvey
Creatives: Terry Whidborne & Christie Meehan
Strategy Director: Gay Chinchen
Junior Strategist: Victoria Birtles
Group Account Director: Christine Gannon
Account Manager: Liam Brown
Agency Producer: Imogen Dick
Production Company: Taxi Film Production
Director: Stephen Lance
Producer: Simone Mackie
Post Production: Empire Post, Cutting Edge & Rosco Audio
Music: Ball Park Music
Photographer: Elisabeth Harvey
