Overconfident pets star in RACV Pet Insurance’s latest creative campaign via CHE Proximity

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Screen Shot 2019-02-06 at 9.34.42 am.jpgPets are always confusing their ambition with their ability, yet 94% of Australian pet owners don’t have cover. To help RACV launch its new pet insurance, CHE Proximity has created a campaign that shows how RACV covers pets for their overconfidence through a range of vet medical supplies.

The integrated campaign sees RACV partner with one of Australia’s most trusted animal hospitals, Lort Smith, and four globally renowned artists and designers, to raise awareness of under-insured Victorian pets.

Creating a limited-edition range of veterinary supplies, the artists designed a lion mane cone, a pet-cast that features a tattoo sleeve print, bandages with attitude, and an amped up wheelchair.

The stars of the campaign, beloved pets Lady, Leo and Yasmina, now have the insurance they need and are the first to be kitted out with medical supplies worthy of their adventurous attitudes.

The designers responsible for the range of supplies include:

– Tim Chappel, costumer designer on Priscilla, Queen of the Desert

– Dennis McCarthy, picture car coordinator for the Fast & Furious releases F3 (Tokyo Drift) to present

– Gareth Davies, tattoo artist from Bondi Ink

– James Jirat Patradoon, Heavy Metal Illustrator

RACV’s partnership with Lort Smith will see thousands of bold bandages and lion mane cones available to pets who come in for treatment with an RACV Pet Insurance Policy.

Says Laura Wilson, GM marketing and membership, RACV: “We understand the role pets play within the family and we really wanted to celebrate their unique personalities and their often overconfidence throughout our campaign. We saw a great brand alignment with Lort Smith who like us, want to encourage responsible pet ownership, which includes getting pets insured, so that they are covered when their cat or dog needs medical attention.”

RACV

General Manager Marketing & Membership – Laura Wilson

Senior Marketing Manager Home – Max Garrido

Marketing Manager Home – John Brunckhorst

Marketing Consultant – Courtney Dufty

Social Media Specialist – Celia Murray

Media and Communications Advisor – Stephanie McCormack

 

Creative Agency – CHE Proximity

Chief Creative Officer – Ant White

Group Creative Director – Glen Dickson

Creative Director –  Garret Fitzgerald

Senior Creatives – Cameron Bell / Sam Dickson

Snr Producer – Jen Livingston

Production Assistant – Nina Weiss

Sound Engineer – Matt Thompson

Online Editor – Olivier Ledoux

CEO – Chris Howatson

Client Partner – Jamal Cassim

Group Account Director – Emily Gray

Director, Brand & Culture – Danish Chan

Account Manager – Sarah Cox

Social Lead – Sophie Doyle

Social Creative – Henry Clarke

Snr Operations Manager – Pravina Kumar

Production Manager – Avery Clark

Retoucher – David McNeil

PR Director – Georgia Wright

Snr PR Account Manager – Barton Zaia

 

Production Company – FINCH

Director  –  Alex Roberts

Exec Producer – Corey Esse

Producer –  Jackie Adler

DP-  Matt Toll

Editing Company – ARC EDIT

Editor – Rodrigo Balart

Photographer – Garth Oriander

Photography Assistant – Maria Rixen

Collaborators

Wheelchair Designers – Dennis McCarthy and Eric Shimp

Cone Designer – Tim Chappel

Cast Tattoo Designer – Gareth Davies

Bandage Designer – James Jirat Patradoon

 

Media Agency – OMD

Business Director – Gemma Lasenby

Account Director – Dervla McGivern

Trading Manager – Chris Androulidakis

Senior Trader – April Nicholson