Despite RAC being an iconic Western Australian organisation with over 1 million members, their communications were lacking any emotional connection, especially amongst the younger generation. With their true revolutionary spirit hiding in the shadows, RAC needed a new platform on which to build an emotional connection and drive the brand forward. The answer lay on the pages of RAC’s history. 

As the original changemakers of WA, this dynamic organisation had been driving positive change in WA for over 117 years. From the first road maps, to lobbying for seatbelt law reform, to WA’s first Electric Highway – these impactful community initiatives were put at the heart of our new comms.  

Our new ‘change’ platform was launched with music- video style commercials, with an electronic soundtrack from WA’s Crooked Colours. 

Art Director: Ellen Treharne
Copywriter: Anneliese Sullivan & Gordon Haynes