RAMS has the moves in latest campaign

19 November 2018

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RAMS has launched the latest 'Walk like a ram' campaign commencing another phase to its enduring 'Greater Together' strategy with Richards Rose.

RAMS and Richards Rose have developed another phase to their enduring ‘Greater Together’ brand strategy and platform.

RAMS aims to build on the strong performance of the past work, but elevate the emotional intensity of the brand amongst first home buyers and self-employed and drive home a compelling customer proposition. 

In 60-second spot, there are different people from all over Australia walking to the same upbeat step as Raymond moving to the old-made-new track ‘Walk like a RAM’.

Richards Rose CEO Digby Richards says the campaign is a great example of strategic entertainment.

“People, like never before, need empathy and help when it comes to buying a house for the first time, but they also need to feel great about what should be one of the most amazing experiences in their life – this campaign tries to do both," Richards says.

Richards Rose creative director Simon Edwards adds: “This is a really simple, joyful idea that perfectly reflects the RAMS brand difference. The combination of the characters, animation and music delivered by Perry Westwood, Heckler and Nylon has resulted in a campaign that we’re really proud of."

The campaign will run across all paid, owned and earned media in different contextual forms.

Credits

Client:

Head of Marketing: Christian Johansson

Senior Manager Brand & Content: Danielle Kean

Marketing Manager Brand & Content: Annie Uliana 

Hero Talent: Raymond A Ram

 

Richards Rose:

CEO: Digby Richards 

Executive Creative Director: Adam Rose

Creative Director: Simon Edwards

Senior Art Director: Sean Cleary 

Senior Integrated Designer: Mac Archibald

Head of Planning: Jody Elston

Head of TV/Content: Tanya Hairman

Account Director: KaLing Ng

 

Production: 

Production Company: Heckler

Director: Perry Westwood

DOP: Matt Stewart

Animation Director: Alex Weight

Executive Producer: Will Alexander

Senior Producer: Charu Menon

Head of VFX: Jamie Watson

Head of 3D: Tom CorbettEditor: Andrew Homes

Colourist: Greg Constantaras

Live Action Producer: Johnny Greally

 

Music Licensing: Music Mill

Music & Audio Production: Nylon Studios

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