Australian Republic Movement unveils ‘We Can Take It From Here’ campaign via Brand+Story
A new campaign aimed at reigniting the conversation around Australia becoming a republic has been launched this week by The Australian Republic Movement (ARM) and Sydney-based agency Brand+Story.
The campaign, developed out of extensive research, interviews and conversations over the past two years, hopes to unite the majority of Australians who are in favour of a republic.
The campaign slogan “We Can Take It From Here” reflects the attitude many Australians have with regards to electing our own Head of State.
Says Sandy Biar, national director, ARM: “We believe every Australian should be able to choose an Australian as our Head of State that represents them, and these ads will carry that message home.”
Brand+Story, who last year produced the Qantas vaccine rewards campaign ‘Fly Away’ approached the ARM early in 2021 offering their services on a pro bono basis. Agency partners Josh Whiteman and Paul Chappell said they were happy to provide their time and services for the cause.
Says Chappell: “We are both passionate about Australia forging its own path into the future. The Royal family has had its time, now it’s time we took the reins.”
Says Whiteman: “We wanted to create a campaign with a uniquely Australian voice. We can often fall in the trap of thinking Australia doesn’t have its own identity, but we absolutely do. Our sense of humour, our resilience and the understated way we talk to each other is uniquely Australian.”
The “We Can Take It From Here” campaign depicts a number of everyday Australians suggesting we are big enough, smart enough and old enough to run this country ourselves, without the help of an entitled Royal family.
Says Chappell: “This is just the start of the conversation. There will be many conversations to have over the next few years before we all get to vote on the matter again. But the simple truth is, we can manage the running of our own country ourselves.”
The campaign was filmed between Christmas and New Year and features two TV commercials and an explainer video that features ex Socceroo and media personality, Craig Foster AM, as well as social and digital content.
Brand+Story partnered with Elastic Studios in Sydney and Melbourne and Sherlock Creative to produce the campaign creative.
Client: Sandy Biar, Australian Republican Movement
Writers: Paul Chappell and Josh Whiteman
Creative Director: Josh Whiteman
Executive Producer: Paul Chappell
Production + Post House: Elastic Studios
Director: Nathan Richman
Producers: Samantha Holder & Yioti Vamvouklis
DOPs: Tom Strangward & Andre Hoo
1st ACs: Trudi Gultom & Matt Wideman
Sound Recordists: Ben Hooft & Donovan Fingleton
Editors: Adrian Maurici & Arinne Liew
Digital and social content design: Sherlock Creative
Have you been asleep for the past two years?
The least convincing argument for anything I have ever seen.
Hold my beer!
diversity isnt an idea, it isn’t even something people want
Should’ve gone with, “Sit down boofhead”.
Big issue, deserves better.
We see a shot of Prince Andrew for 27 seconds. The screen dips to black and the Australian Republic Movement logo appears.
that’s actually extremely funny
Ironically, it feels like it’s been written to an LNP ad template.
We’ve got Albo and Scomo as our most senior politicians…
Are you sure we have the capability currently do even to this?
Watch the government waste money on a an Aussie President, private planes, security and the cost of changing all our currency / diplomatic protocols…
Come on guys, get real.
While we’re at it, why change government? I like the bed wetting responses to our supply chain issues, fires, pandemic, rats, mice plagues, water issues, foreign policy, trade blunders and climate change. Just like I love having the same head of state that oversaw the attempted genocide of our first people, the Irish, Maori, Indians and countless African and American nations.
you don’t really feel anything.
Whatever this is, is the reason it will never happen.
For something as important as this, why would you do something so lame and amateurish?
Why do Australians embrace, nay, insist on mediocrity?
Dear white supremacist troll/s who feel the need to point out the ‘diversity’ in every ad on the blog like it’s a bad thing: be gone!
Because it’s tokenism driven by political correctness that nobody has the courage to call out or reel in. I wonder if it occurs at the Brief stage or at casting. A hundred to one it’s the latter.
Why don’t you pluck up the courage and call it out then, Monsieur Anon?
because a genuinely left-leaning stalinist cancel culture is prevalent in all metropolitan corporate industries and is especially rife in the decaying advertising industry
all we can hope for is that this stupid little pygmy industry ‘progresses’ itself into bankruptcy and the real advertisers of old can start again. the new advertisers – endlessly focussed on non issues like forced equality, equal representation, non-existent ‘isms’ and pay gaps, forgot that truth and the natural law of capitalism is actually their job
Pretty sure old Queenie wasn’t the head of state at the time of the attempted genocide of our first people, the Irish, Maori, Indians and countless African and American nations.
A wasted opportunity. The theory and slogan is actually good but once again comes across as smug and preaches only to the converted.
To use, no doubt, one of your favourite sayings:
If you don’t love it, leave.
I have and am extremely happy about it. May I suggest you do the same? May I suggest if you also don’t like Australia, that you leave it too?
I’m all about the movement, but the “thanks” lands heavily patronising.