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Overconfident Pets Strut Their Stuff in RACV Pet Insurance's Latest Campaign

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Insurer teamed up with globally renowned artists and designers for campaign from CHE Proximity

Overconfident Pets Strut Their Stuff in RACV Pet Insurance's Latest Campaign

Pets are always confusing their ambition with their ability, yet 94% of Australian pet owners don't have cover. To help RACV launch its new pet insurance, CHE Proximity has created a campaign that shows how RACV covers pets for their overconfidence through a range of vet medical supplies.

The integrated campaign sees RACV partner with one of Australia's most trusted animal hospitals, Lort Smith, and four globally renowned artists and designers, to raise awareness of under-insured Victorian pets.

Creating a limited-edition range of veterinary supplies, the artists designed a lion mane cone, a pet-cast that features a tattoo sleeve print, bandages with attitude, and an amped up wheelchair.

The stars of the campaign, beloved pets Lady, Leo and Yasmina, now have the insurance they need and are the first to be kitted out with medical supplies worthy of their adventurous attitudes.

The designers responsible for the range of supplies include:

- Tim Chappel, costumer designer on Priscilla, Queen of the Desert

- Dennis McCarthy, picture car coordinator for the Fast & Furious releases F3 (Tokyo Drift) to present

- Gareth Davies, tattoo artist from Bondi Ink

- James Jirat Patradoon, Heavy Metal Illustrator

RACV's partnership with Lort Smith will see thousands of bold bandages and lion mane cones available to pets who come in for treatment with an RACV Pet Insurance Policy.

Says Laura Wilson, GM marketing and membership, RACV: "We understand the role pets play within the family and we really wanted to celebrate their unique personalities and their often overconfidence throughout our campaign. We saw a great brand alignment with Lort Smith who like us, want to encourage responsible pet ownership, which includes getting pets insured, so that they are covered when their cat or dog needs medical attention."

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Online Editor: Olivier Ledoux


Advertiser: RACV

Lead, Social Media: Sophie Doyle

Production Company

Director: Alex Roberts

DOP: Matt Toll


Editor: Rod Bellart

Executive Producer: Corey Esse

Producer: Jackie Adler

Production Company: FINCH

Creative Agency

Account Managers: Sarah Cox

Chief Creative Officer: Ant White

Chief Executive Officer: Chris Howatson

Client Partner: Jamal Cassim

Creative Agency: CHE Proximity

Creative Director: Garret Fitzgerald

Data and Media Operations Manager: Pravina Kumar

Group Account Directors: Emily Gray

Group Creative Director: Glen Dickson

Media Agency: OMD

Production Assistant: Nina Weiss

Production Manager: Avery Clark

PR Senior Account Director: Barton Zaia

Public Relations: Georgia Wright

Retoucher: David McNeil

Senior Creatives: Cameron Bell, Sam Dickson

Senior Producer: Jen Livingston

Social Creative: Henry Clarke

Sound Engineer: Matt Thompson

Genres: Comedy

Categories: Insurance, Finance

CHEP Network, Wed, 06 Feb 2019 04:48:00 GMT