JWT Perth launches first outdoor for WA’s RAC
![RAC_billboard_LRC[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2013/01/04091950/RACbillboardLRC5B25D.jpg)
JWT Perth has launched its first outdoor execution for Western Australia’s RAC, after being appointed to the business last year, with a landmark billboard on the state’s busy Forrest Highway.
In this first piece of work for RAC, the creative sees a resourceful family of four and their fluffy pooch attempting to put their breakdown back-up plan into action.
Says Mark Harricks, executive creative director, JWT: “This is a landmark site on WA’s Forrest Highway, with a history of great creative executions. It’s been a heap of fun for our creatives to be able to play with this iconic space.”
The billboard will be in place until mid-March, and is located 100 kilometres south of Perth towards Bunbury. The campaign is timed with the highway’s peak holiday period.
RAC Roadside Assistance marketing communications manager Danielle Olbromski said the new billboard was well timed with people heading to the South West for their summer holidays.
Says Olbromski: “This has become a landmark site for RAC Roadside Assistance and our creative needs to reflect the remoteness of the location and the need for roadside assistance. The quirkiness and fresh perspective of this execution has given the brand the cut through we need on this long stretch of highway.”
ECD: Mark Harricks
Creative: Stuart Alexander, Daniel Fryer
Planner: Angela Morris
Group Account Director: Nicole Lennox Gray
Account Director: Prue Tehan
Project manager: Penelope Headford
Production: Trent Henderson
Photographer: Steve Greenaway
Outdoor: Ooh media
7 Comments
I find it boring to be honest.
what a let down 🙁
If the type is sufficiently large, messages on this site can be seen from many hundreds of metres away.
Motorists may be able to discern the logo on this execution as they’re about to pass the site at 110kph.
Admittedly the big poster’s yellow background identifies it as a likely RAC site, thanks to The Brand Agency’s previous work.
If the creative team lived within a few thousand kilometres of the site ( and were able to view it) they may have realised the opportunity to have their big idea admired and understood about 30 seconds sooner than the current treatment will be.
isnt this another execution of the breathalizer campaign? got a Plan B JWT?
This looks like the photoshopped concept comp. Where is the photo of the actual site?
Do they have glue on their feet? Award students would throw this in the bin.
This idea would not of even made it past the CD at the previous agency…amateur hour I’m afraid. No matter how good the perception maybe of your planning department JWT, if you don’t have the creatives you’re in trouble.