RAC Keylines Wunderman Thomson Campaign

The Brief

Many West Australians don’t realise how common and dangerous it is to accidentally lock a child or pet in a car—especially in high heat. RAC responds to over 550 of these rescues every year, averaging 1.5 a day. Our task was to raise awareness of this risk, shift behaviour, and help build trust in the RAC brand. The deliverables included a powerful mini-documentary and three 15-second TVCs, featuring an RAC patrolman, a call centre operator, and a doctor—each sharing their experience from a unique perspective.

How we did it

Authenticity was everything. We pre-interviewed each subject to understand their stories, build rapport, and shape a strong narrative structure before cameras rolled. This process helped us identify key emotional beats and moments to capture on the day. Interviews were filmed with two cameras to provide edit flexibility, and B-roll was shot handheld for a more grounded, observational feel. The entire production was captured over one and a half days, balancing efficiency with the care needed to tell the story right.