RSPCA QLD launches new brand positioning and TV spot with Geoffrey Rush via Engine Group

Engine has launched a new brand strategy for the RSPCA QLD which sees the introduction of the new positioning line ‘We’re all creatures great and small’ with Geoffrey Rush.

Says Tim Weger, Engine’s managing director: “Through our strategy planning process, we uncovered early on that people play an increasingly important role in the mix but this wasn’t being conveyed by the current positioning. ‘We’re all creatures great and small’ is a lovely way of evolving such a well-known (and loved) positioning and gives us a heap of scope creatively as it unfolds across all manner of communications.  It also gives permission to the audience to put themselves in the position of an animal in need, which we’ve found is a powerful way of securing much needed support both from individuals and the business community.”

VIEW THE SPOT

The new brand positioning has been launched with a 45sec TVC. The TVC brings the new positioning to life using the irrefutable truth around animal sentience and the insight around humans and animals sharing common traits.

Says Rush: “It is a nice little distilled, simple picture book with smart sentiments. It’s got a really lovely resonance. I like the whole structure of it and the primal quality going with the images is really beautiful. At the moment everyone’s technique seems to smash you over the head with fast editing and a high concept… it’s refreshing and interesting to see something where chooks just do what they do without any other garbage around it… my teenage son was very pleased that I identified with this endorsement – that inspired me.”

Says Michael Hornby, RSPCA QLD’s executive manager: “We’re truly humbled by the support that we’ve received from everyone involved in bringing this new positioning to life, completely pro bono. A big thanks to Engine, Cartel Film Production, The Post Lounge, SST Workshop, Ion Design and photographers Skeet Booth and Alex Buckingham.”

Says Weger: “It’s not every day that you get the opportunity to work on a new brand direction for such a well-respected national charity and at the same time get the opportunity to work with Mr Geoffrey Rush. It’s truly been an honour and a privilege.”

The repositioning will continue to roll out across the board with print executions currently underway.

Agency – Engine Group