RAMS continues ‘Greater Together’ strategy with ‘Walk like a ram’ campaign via Richards Rose
RAMS has commenced another phase to its enduring ‘Greater Together’ brand strategy and platform with the launch of the latest ‘Walk like a ram’ campaign via Richards Rose, Sydney.
In the campaign we see different people from all over Australia walking to the same upbeat step as Raymond moving to the old-made-new track ‘Walk like a RAM’.
The overall campaign features about 12 of these customer walks which will be distributed across all paid, owned and earned media in different contextual forms. The idea will also come to life for franchisees with local area marketing and connection. The campaign will run across all key mass and personal media.
“This latest phase of the Greater Together platform is a great example of strategic entertainment. People, like never before, need empathy and help when it comes to buying a house for the first time, but they also need to feel great about what should be one of the most amazing experiences in their life – this campaign tries to do both” says Digby Richards, CEO Richards Rose.
Simon Edwards, Creative Director Richards Rose adds, “This is a really simple, joyful idea that perfectly reflects the RAMS brand difference. The combination of the characters, animation and music deliveAMSred by Perry Westwood, Heckler and Nylon has resulted in a campaign that we’re really proud of. Everyone, particularly the RAMS team, was fully on board from the first meeting, so it was a fun, collaborative process that we really enjoyed.”
Agency: Richards Rose, Sydney
CEO: Digby Richards
Executive Creative Director: Adam Rose
Creative Director: Simon Edwards
Senior Art Director: Sean Cleary
Senior Integrated Designer: Mac Archibald
Head of Planning: Jody Elston
Head of TV/Content: Tanya Hairman
Account Director: KaLing Ng
Production Company: Heckler
Director: Perry Westwood
DOP: Matt Stewart
Animation Director: Alex Weight
Executive Producer: Will Alexander
Senior Producer: Charu Menon
Head of VFX: Jamie Watson
Head of 3D: Tom CorbettEditor: Andrew Homes
Colourist: Greg Constantaras
Live Action Producer: Johnny Greally
Music Licensing: Music Mill
Music & Audio Production: Nylon Studios
Client: RAMS
Head of Marketing: Christian Johansson
Senior Manager Brand & Content: Danielle Kean
Marketing Manager Brand & Content: Annie Uliana
Hero Talent: Raymond A Ram
4 Comments
Not sure if this was the brief but this is super cute! Love it.
Nice animation job by Heckler, the RAM has the usual cheeky personality, great music choice, nicely directed. Thumbs up.
What a throwback. Pepemouse you’re obviously still living in the 80s if you think this is in any way good. Thumbs down.
Surely there is something ( or some things ) missing from this so called ram in the rear shot? One wonders wether or not ( see what I did there……) the home loans are in fact complete.
Wonderful ADS wuth the ram. if only we knew how you did it. It makes me smile every time I see it. Regards