Cover for their Overconfidence
Award: Wood Pencil
Wood Pencil / PR / Integrated Campaign / 2019
96% of pets in Australia don’t have health insurance. Which is crazy, because pets are crazy. Always confusing their ambition with their ability. Introducing RACV Cover for their Overconfidence. We stocked animal hospitals with thousands of overconfident vet supplies created by the car designers from The Fast and the Furious franchise, the costume designers from Priscilla Queen of the Desert and others. Pets visiting the hospital were kitted out in the gear, and became Instagram-worthy ambassadors for RACV and starred in the ads. Sales grew 17 x category norm.
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