RACQ Unveils New Brand Platform with VML: Adorable Aussie Animals Deliver a Queensland Experience

RACQ has launched a captivating new brand platform, “You with RACQ?,” that embraces Queensland’s unique identity by blending humor, emotion, and insightful commentary through the eyes of charismatic Australian animals. This innovative approach by RACQ, Queensland’s trusted member organization for roadside assistance, insurance, and banking products, delivers a fresh take on connecting with its audience while celebrating the quintessential Queensland spirit.

The campaign showcases a series of commercials, each featuring a pair of watchful characters, including cockatoos, kookaburras, water dragons, and possums. These charming creatures bring a playful tone to relatable and often stressful situations that Queenslanders face every day. Their witty observations and facial expressions, inspired by real people, effortlessly blend light-hearted humor with the message of safety, security, and trust—core values that RACQ has upheld for over 119 years.

RACQ’s general manager of marketing membership and digital, Tim Cochrane, emphasized the significance of the new platform: “This is our new interpretation of what it means to be quintessentially Queensland, and we are excited to take the brand to a new level. 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 this is reflected in our ads.”

The fully integrated campaign spans across various channels, including TV, radio, outdoor, online video, digital, and social media. The goal is to reinforce RACQ’s reputation as Queensland’s largest club while offering a personal connection reminiscent of the brand’s iconic ‘Charter Boat’ campaign, which made a lasting impact on the state’s advertising landscape.

VML Brisbane, the creative force behind the new platform, worked closely with Chop Shop to bring these lively 3D animals to life. Adam Kennedy, managing director of VML Brisbane, expressed his excitement about the collaboration: “It’s a privilege to create a new platform for an iconic Queensland brand like RACQ. This new creative direction takes relatable Queensland scenarios and combines them with the personality, charm, and cut-through observations of our feathered, furry, and scaly friends.”

This campaign marks VML’s first major work since its appointment in 2023 following a competitive pitch process. Their partnership with RACQ leverages VML’s full range of services, including brand, creative, digital, design, and programmatic.

As the campaign continues to roll out, it is clear that RACQ’s new brand platform is designed to resonate deeply with Queenslanders by celebrating their cheeky, larrikin nature and offering solutions that make everyday life just a little bit easier and more enjoyable.

Credits: 
Client: RACQ 

General Manager Marketing Membership and Digital: Tim Cochrane
Manager Brand and Marketing Sponsorships: Helen Dearling
Manager Member and Consumer Research: Candice Watt
Marketing Lead: Annie Deeth
Marketing Specialists: Sarah Ford & Catie Baumgarten
Manager Marketing Operations and Creative: Kelly Gorry
Creative Designer: Alex Pain

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

Media: Zenith
Production Company: 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