You with RACQ?
The Chop Shop delivers its trademarked cocktail of comedic performance with visual effects to rebrand RACQ, for a campaign by VML Australia.
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Chop Shop’s Directing duo Lav Bodnaruk and Michael Mier have crafted a campaign that brings to life some of Queensland’s most recognisable native animals, to deliver humour, emotion and insightful commentary about situations that Queenslanders face every day.
The new brand platform You with RACQ?, embraces the cheeky, larrikin nature of Queenslanders while reinforcing the features and benefits of RACQ’s assistance, insurance and banking products, voiced by some of Australia’s leading actors.
“As proud Queenslanders we wanted to craft films that communicate directly to our audience. So for us, it was all about organic and genuine performance, heart and comedy first with the visual effects delivering character, not spectacle” said Mier.
Credits
powered by
- Agency VML/Brisbane
- Production Company Chop Shop Post
- Director Lav Bodnaruk
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Credits
powered by
- Agency VML/Brisbane
- Production Company Chop Shop Post
- Director Lav Bodnaruk
- VFX Chop Shop Post
- Executive Creative Director Stuart Turner
- Art Director Cameron McDonald
- Senior Copywriter Shaun McMahon
- Head of Production Mignon van Weeren
- Director Michael Mier
- Producer Lav Bodnaruk
- Producer Michael Mier
- DP Lav Bodnaruk
- Offline Editor Stephanie Liquorish
- Online Editor Scott Wilson
- Post Producer Murray Pope
- VFX/Producer Lav Bodnaruk
- VFX Supervisor Romain Bierman
Credits
powered by
- Agency VML/Brisbane
- Production Company Chop Shop Post
- Director Lav Bodnaruk
- VFX Chop Shop Post
- Executive Creative Director Stuart Turner
- Art Director Cameron McDonald
- Senior Copywriter Shaun McMahon
- Head of Production Mignon van Weeren
- Director Michael Mier
- Producer Lav Bodnaruk
- Producer Michael Mier
- DP Lav Bodnaruk
- Offline Editor Stephanie Liquorish
- Online Editor Scott Wilson
- Post Producer Murray Pope
- VFX/Producer Lav Bodnaruk
- VFX Supervisor Romain Bierman
“Working with our team of talented, experienced and malleable VFX artists means that every facet of the creative can be explored and fleshed out.” said Mier.
“And we loved every second of it! Collaborating with the amazing Mignon van Weeren, Cameron McDonald, Shaun McMahon and the wider Team at VML, is always such a rewarding experience” added Bodnaruk.
“What’s been amazing, is the response from viewers. To hear of general public writing-in to the client and reporting on how much they love the campaign… that’s just brilliant!”
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RACQ’s General Manager Marketing Membership and Digital Tim Cochrane said “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,” Mr Cochrane said.
“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 believe this is reflected in our ads. We have served here for 119 years and are honoured to be Queensland’s largest Club.”
Managing Director of VML Brisbane, Adam Kennedy said “It’s a privilege to create a new platform for such an iconic Queensland brand. Drawing on research and insights, we really wanted to uncover relatable scenarios that tell the stories of Queensland life, and who to better than to tell these stories than the life that is all around us - the wonderful animals of Queensland.
Working closely with Chop Shop, we created 3D animals overlayed with the facial expressions of real people, to bring these stories to life in every commercial. We’re thrilled for the launch of the You with RACQ? platform and look forward to sharing more to come.”
