JWT Sydney launches first outdoor for RAC
![RAC_billboard_LRC[2].jpg](http://www.campaignbrief.com/assets_c/2013/01/RAC_billboard_LRC%5B2%5D-thumb-400x233-96095.jpg)
JWT Sydney has launched its first outdoor execution for RAC, after being appointed to the business last year, with a landmark billboard on the 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
Outdoor: Ooh media
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
Outdoor: Ooh media
I'm sure I've seen this somewhere before. Oh yeah, on the Forrest Highway for RAC
Ctrl C
Ctrl V
Given that the Agency and client are still in their honeymoon period, i would have expected a lot more.
Anyone seen the RAC billboard on Stirling Hwy in Mosman Park that frowns upon using people in the east? Hmmm....
Wowww this is some real creative work (being sarcastic) Ctrl C Ctrl V is about right.
Disappointing first effort. Can't help but think this concept would never had made the light of day at the Brand.
No where near as creative as ANY of the past billboards. Another example of creativity simply missing the mark.
I agree with Ex Brand...expected a lot more. Especially considering that there was nothing wrong with any of the last campaign work...
If imitation is the greatest form of flattery, the Brand Agency is the greatest agency of all time!
Well - that was worth waiting for.
Hope the marketing dept has a back up plan.
What's with the giant pile of coke?
Honestly. Who gives a toss about an outdoor site except the WA industry? If local agencies spent a bit less time chasing past glories in outdated channels and a bit more time developing an authentic digital offering the clients would start returning for the right reasons.
'Kickass' +1
Dear Kickass, in light of the fact JWT chose to name 8 people in the credits, your comment lacks credibility.
It continues the campaign the Brand started, so if you think it's shit, well, we know where it originated. I think it's non offensive wallpaper myself, much like the previous work. But meh, it is just an outdoor site, as Kickass said, which is why the rest of Australia hasn't even bothered commenting, just the sour grapes in WA. Personally. I think energy is better spent trying to hang onto the few jobs left here, they seem to be disappearing at quite the rate...
CB your monitoring of the blog is killing it! I've left 3 comments on this and nothing has got through. But I now admit that this poster has grown on me. Begrudgingly, this is a reasonable extension of a good outdoor campaign. It does the RAC job very well, and thinking about this further, good for JWT that they didn't mess around with a good campaign that owns the highway.
Mind change, perhaps your comments would have a better chance of seeing the light of day if you use your real name.
And Kickass, whoever you are, nice comment.
Is suggesting people use their real name, and then congratulating "Kickass", a tech foul?