‘As It Should Be’ Showcases RACV Member Moments
RACV and Special have launched their first campaign together, introducing a new creative platform, As It Should Be, across four of RACV's key products
The idea brings to light RACV’s longstanding commitment to supporting Victorians with common sense, care and a straightforward approach that puts people first, simply doing what should be done.
Special took a deep look into RACV and its history, from listening to customer service calls to exploring its Noble Park archives, and found an organisation focused on doing what is right. This ethos of uncommon decency inspired the platform ‘As It Should Be’, demanding simple, uncomplicated stories focused on humans and practical solutions.
Ryan Fitzgerald, Executive Creative Director at Special, said:
"Saying the quiet thing out loud can be a revolutionary act. That’s what ‘As It Should Be’ is about, delivering exactly what's promised. We wanted to bring to light the simple standards that should be a given, in a space where they often aren’t.”
The campaign comes to life through a series of observational films, each capturing a different Victorian setting in a single, locked-off shot. Narrated by the unmistakable voice of musician and actor Dave McCormack, the films use understated storytelling to depict everyday situations where RACV's services can make a difference.
Directed by Collider's John Hillcoat and shot by Academy Award-nominated cinematographer Ari Wegner, the films were captured on 35mm film, to underscore the authenticity at the heart of the platform.
Shane Capron, General Manager, Brand, Marketing & Member Communications at RACV, said:
“Life doesn’t always go to plan, and we wanted to move beyond simply telling people what we do to showing the human side of how RACV supports its members. Inspired by the everyday realities Victorians face, from potholes, identified as the top road concern in our recent My Country Road survey, to unexpected emergencies at home, like a blocked toilet, the campaign brings these relatable moments to life. Through authentic, relatable storytelling and distinctive brand assets, we captured a campaign that reflects who RACV is - practical, dependable and always there when our members need us most."
Launching today, the campaign spans RACV's Emergency Roadside Assist, Emergency Home Assist, Motor Insurance and Home Insurance, highlighting the uncommon sense, care and service that underpin the offerings.
The campaign will roll out across television, cinema, digital, social and radio, supported by an integrated media strategy developed with OMD.
CREDITS
Client: RACV
GM Brand, Marketing & Member Communications: Shane Capron
Head of Brand, Product and Social Marketing: Katrina Barbaro
Senior Product Marketing Manager: Mathew Garzaniti
Marketing Consultant: Alana Augusto
Creative Agency: Special
Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde
Partners, Chief Creative Officers: Tom Martin & Julian Schreiber
Partner, Chief Strategy Officer: Bec Stambanis
Managing Director: Sasha Firth
General Manager: Khia Croy
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Toby Moore, Michael Dawson & Ben Alden
Creative: Magnus Flynn
Senior Business Leads: Ollie May & Siobhan Kelly
Business Director: Ayesha Kithulegoda
Business Manager: Gigi Chu
Head of Film & Content: Sophie Simmons
Film Production: Collider
Managing Director & Executive Producer: Rachael Ford-Davies
Executive Producer: Tom Slater
Director: John Hillcoat
DOP: Ari Wegner
1st AD: Richard McGrath
Production Designer: Chris Kennedy
Costume Designer: Steph Hooke
Casting: Studio P Creative
Casting Director: Peta Dermatis
Post-Production: Arc
Offline Editor: Jo Scott
Colourist: Trish Cahill
Online Artist: Eugene Richards
Post Producer: Winnie O'Neil
Sound Post-Production: Sonar Music
Head of Sound: Timothy Bridge
Senior Sound Designer: Andy Stewart
Head of TV: Haylee Poppi
Executive Producer: Sophie Haydon
Media Agency: OMD Australia
