RACT champions a defining trait of Tasmanians in new ‘For each other’ brand platform via The20
RACT, one of Tasmania’s most trusted brands, has launched ‘For each other’, developed by Hobart creative agency The20. Built from research and conversations with Tasmanians, this three-word brand platform captures a defining characteristic of Tasmania and its people, while also reflecting the core position of the state’s leading mutual organisation. At its heart is a simple message: we’re stronger when we look out for each other.
Says Marcus Murphy, Creative Director, The20: “We didn’t create this out of thin air. It’s grounded in what Tasmanians told us. And it’s a sentiment that’s been on full display for this project, from strategy through to fulfilment. Everyone at RACT showed real ambition and commitment in resisting the ‘brand-as-hero’ path and putting Tasmanians at the centre instead. It gives the platform the potential to mean something well beyond the brand.”
The campaign is led by a powerful 90-second screenpiece directed by Collider’s Rob Stanton-Cook, telling the story of a Tasmanian community coming together in a time of need to support one of their own.
Says Stanton-Cook: “Living in Tassie, this was one of those jobs you dream of, where you can get on the ground in a real community and bring a story to life that’s grounded in experience. I was so blessed to get to work with such a generous town that welcomed us with open arms and were so excited to be part of telling this Tasmanian story. Several of our cast made their screen debut for this project and they, along with a brilliant supporting cast and dedicated Tasmanian crew, brought a real truth to the film.”
Says Karla Wasinski, Chief Experience Officer, RACT: “There’s a deep connection between RACT and Tasmania. At a time when the pressures of life have never seemed greater, we wanted to create something meaningful that reminds Tasmanians of what’s always been true about this place: when someone needs a hand, we step up. It’s a spirit that’s woven into our communities and RACT’s purpose as a member-owned organisation. It’s exciting to think about what could happen when we encourage more of it.”
The platform will roll out across FTA, BVOD and social channels and a broader range of RACT activity.
CLIENT – RACT
Chief Experience Officer: Karla Wasinski
General Manager Brand & Community: Anita Lincolne-Lomax
Marketing Manager: Meredith Farrer
Strategic Marketing Manager: Leah Tierney
Brand Communications and Content Manager: Jen Murnaghan
AGENCY – The20
Head of Strategy: Matt Fishburn
Creative Director: Marcus Murphy
Senior Account Director: Blyda Eksteen
Senior Art Director: Jay Perrett
Senior Writer: Robbie Arnott
Agency Producer: Kali Bean
PRODUCTION – Collider
Director: Rob Stanton-Cook
Managing Partner & EP: Rachael Ford-Davies
EP: Tom Slater
Producer: Georgia Moraitis
DOP: Tyson Perkins
1AD: Adam Wareham
Production Manager: Kate Fox
Post Production/VFX: ARC
Editor: Laurence van Camp
Senior Finish Artist: Jesse Meha
Colourist: Fergus Rotherham
Sound: Electric Sheep Music
Sound Creative Director: Glenn Sarangapany
Sound Executive Producer: Kate Stenhouse
Composer: Declan Harsent
Sound Designer: Georgia Collins
Casting Director: Aeshlie Wheeler
MEDIA – The20
Media Director: Libby Nielson
Media Account Manager: Mel McDonald
Digital Specialist: Ella Michele
Digital Media Trader: Bibek Bhandari
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