RAC

Aussies love hitting the road. It is a ritual of freedom and connection with the land, but breakdowns can quickly turn that sense of joy into stress when stranded in remote places.

Through a light and emotional narrative, this conceptual campaign reframes breakdowns, showing that with RAC, even unexpected setbacks along the way can be experienced more lightly rather than becoming stressful interruptions.

→ creative idea / concept / art direction / copywriting

• campaign development