Persich Personal Injury launches ‘Not our first time’ brand campaign via Bonfire

Persich Personal Injury has announced the launch of its new brand campaign, “Not our first time”, highlighting the jarring contrast between a routine day and the moment an accident changes everything.

Created by Bonfire, the campaign targets West Australians who might have motor vehicle, workers’ compensation or public liability claims, and runs across the Perth metropolitan area.

The hero film opens on Jenny — the 10,451st time she’s woken up, the 6,421st time she’s started her ute, the 941st time she’s clocked onto site.

She’s a pro at what she does. But there’s a first time for everything: the first time she’s put a nail through her hand, and the first time she’s needed a lawyer. “Luckily,” the voiceover lands, “it’s not our first time.”

The campaign brings together brand strategy, creative, film production and paid media planning, with Perth production company Sandbox handling production and post, and sound studio Soundbyte delivering audio and music.

Persich Personal Injury – Not Our First Time

Jonathan Persich, Principal at Persich Personal Injury, said the campaign was a personal milestone: “This is the first brand campaign we’ve ever run, and it means a lot to me. I grew up watching my dad, Joseph, and my godfather, Simon Walters, build their names in this industry, and this campaign is my own step in that direction. It’s been a wonderful experience working with such a terrific team, and a real privilege to put my stamp on the Persich name and brand.”

Bonfire Creative Director, Luke Williams, said the campaign was built on collaboration: “The trust and love that the team at Persich has given us through this process has been incredible. Jonathan gave the creative room to breathe, and our media team is making sure it reaches the right West Australians through sharp audience targeting across the channels they use every day.”

The campaign rolls out across BVOD, out-of-home, social and search, with creative tailored to each channel and audience.

Creative credits

Client: Persich Personal Injury
Principal: Jonathan Persich

Creative and Media Agency: Bonfire
GM – Creative: Rene Le Merle
GM – Strategy: Alex Gavalas
Creative Director: Luke Williams
Senior Art Director: Mike Dann
Account Director: Ami Price
Media Strategist: Nicole Ryan
Senior Performance Media Specialist: Brayden Zuin

Production: Sandbox
Director: Jack Connell
Producer: Clint Logan
Production Assistant / Designer: Maddison Jones
Director of Photography: Shane Van Litsenborgh
1st AC: Jayden Vause
Gaffer: Michael Titter
Best Boy Electric: Travis Wildsmith
Art Director: Marein Koens
Hair & Make-Up: Melissa Clarkson
Location Manager & Casting Director: Megan Carpenter
Casting Agent: Karin Thomson
Motion Graphics: Taeyn Nossiter
VFX: Paul Siciliano
Online & Grade: Joel Taylor

Sound: Soundbyte Studios
Sound Engineer: Lachlan Cooper
Talent: Angela Donlan