The Royal Automobile Club of Queensland (RACQ) has launched RACQ Bank, along with a new brand platform, ‘more for members’, developed with the help of Clemenger BBDO Brisbane and UM, and produced by Kiosk and Alt.vfx.
The campaign uses a 3D Google Tilt Brush effect to visualise that the more we want in life, the more that RACQ makes it happen.
Renee Davidson, general manager of marketing at RACQ, said: “RACQ is a much-loved and trusted Queensland brand. As a mutual organisation, everything we do is for the benefit of our members and our Queensland community.
“With the launch of RACQ Bank, we needed a brand platform that would not only help to demonstrate our mutuality in a meaningful way, but also deliver on our vision of a fresh approach to banking.
“The launch of RACQ Bank is a world-first for auto clubs and represents a two-year journey for RACQ, QT Mutual Bank and our members.”
Marianne O’Brien, creative director at Clems Brisbane, said: “Mutuality is a complex thing to try to explain, but the platform ‘more for members’ says it simply and connects to the human desire to want more in life.
“RACQ offers more savings, more peace of mind, more for your home, your car and now with RACQ Bank, more for your money.”
The new platform will incorporate brand, product and retail campaigns, and will roll out across all channels.
CREDITS
Client: RACQ
General manager of marketing: Renee Davidson
Manager of member acquisition marketing: Kyra Dunstan
Senior marketing specialists: Helen Dearling, Kylie King, Kelly Gorry, Kelly Tam, Kristin Fairley
Marketing specialists: Blaze Montgomery and Tamara Browning
Marketing coordinator: Jess Mason-Cox
Creative: Clemenger BBDO Brisbane
Managing director: Rob Hudson
Creative directors: Cristian Staal and Marianne O’Brien
Art director: Chris Connolly
Copywriter: Rosie Double
Strategy director: Gay Chinchen
Client services director: Christine Gannon
Account director: Emilie Almond
Account coordinator: Brooke Howatson
Agency producer: Robyn Dodd
Production: Kiosk
Director: Ryan Renshaw
DOP: Joel Betts
Producer: Sara Taghaode
Music: The Jungle Giants
Sound: Ack Kinmonth and Rosco Audio
Photographer: Elisabeth Harvey, Compadre
Post-production and visual effects: Alt.vfx
Vfx supervisor: Colin Renshaw
Post and vfx producer: Celeste Fairlie
Vfx coordinator: Jayce Attewell
Offline editor: Matt Bennett
Colourist: Andrew Clarkson
Illustrator/VR artist: Harry Gold
Illustrator: Kat Bak
3D animation: Jay Loanzon, John Trudgian and Chris Rentoul
3D rigging/TD: Jordan Mcinnes
3D lighting and rendering: Martin Kindl and Chris Gardner
2D compositing: Murray Smallwood, Matt Chance and Phil Outen
Online editor: Ant Newton
Shoot supervisor: Jonathan Dearing
