A new campaign by Sapient Nitro for Racq uses the insight that, when something goes wrong, the first thing people tend to think is ‘if only things could have been different’.
Ralph Barnett, creative director at SapientNitro, said: “While the new campaign builds on the past 14 years of much-loved Racq commercials, the new approach provides a creative platform that will enable us to create highly-engaging Racq work well into the future.”
Racq, executive manager marketing communications John Devaney said: “The challenge was to evolve and refresh one of Australia’s most highly rated campaigns from a viewer perspective, with a fan base built up over more than a decade. Our collaboration with SapientNitro has delivered this.”
Credits:
Creative Director: Ralph Barnett Writer: Mike Kennedy Managing Director: Stephen Forth Account Director: Natalie Hocking Agency Producer: Melissa Ashman Director: Miles Murphy Production Company: Taxi Executive Producer: Andrew Wareham Producer: Simone Mace Post...
Ralph Barnett, creative director at SapientNitro, said: “While the new campaign builds on the past 14 years of much-loved Racq commercials, the new approach provides a creative platform that will enable us to create highly-engaging Racq work well into the future.”
Racq, executive manager marketing communications John Devaney said: “The challenge was to evolve and refresh one of Australia’s most highly rated campaigns from a viewer perspective, with a fan base built up over more than a decade. Our collaboration with SapientNitro has delivered this.”
Credits:
Creative Director: Ralph Barnett Writer: Mike Kennedy Managing Director: Stephen Forth Account Director: Natalie Hocking Agency Producer: Melissa Ashman Director: Miles Murphy Production Company: Taxi Executive Producer: Andrew Wareham Producer: Simone Mace Post...
- 12/21/2012
- by Robin Hicks
- Encore Magazine
SapientNitro is behind a new campaign for Racq to show the benefits of being an organisation that is owned by its membners, and why it is the ‘largest club in Queensland’.
According to the advertiser, the reactions of the Racq being interviewed about their experiences in the films are genuine.
Racq executive manager marketing John Devaney said: “It was important to be 100% authentic. The shoot was planned like an elaborate surprise party where everyone was in on it except for our Racq member. So the reaction you see is the real deal. We had up to seven cameras rolling at any time to make sure we didn’t miss that moment.”
SapientNitro Ecd Nancy Hartley added: “We were really impressed by the director’s work on ‘Speed Kills’ and knew we needed someone who could evoke and capture real human emotion. The aim is to acknowledge the extra services and...
According to the advertiser, the reactions of the Racq being interviewed about their experiences in the films are genuine.
Racq executive manager marketing John Devaney said: “It was important to be 100% authentic. The shoot was planned like an elaborate surprise party where everyone was in on it except for our Racq member. So the reaction you see is the real deal. We had up to seven cameras rolling at any time to make sure we didn’t miss that moment.”
SapientNitro Ecd Nancy Hartley added: “We were really impressed by the director’s work on ‘Speed Kills’ and knew we needed someone who could evoke and capture real human emotion. The aim is to acknowledge the extra services and...
- 4/30/2012
- by Robin Hicks
- Encore Magazine
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