RSL Victoria launches ‘Together We Remember’ Poppy Appeal campaign 2023 via The Refinery

RSL Victoria has launched its 2023 Poppy Appeal campaign entitled ‘Together We Remember’, produced by creative agency The Refinery in collaboration with Comma Films.

 

This year ‘Together We Remember’ is taking to the airwaves and digital channels to encourage everyone to donate and remember our service men and women, past and present.

This year’s campaign creative focus’ on fair dinkum Aussie mateship and the bond created between those who have served their country in the Australian Defence Forces.

The creative is a simple emotive theme that captures a moment in time between three mates, conversing about their return from service and how the RSL helped them. A common story portrayed in many different settings for returned service men and woman across Australia.

Says Nick Lauria, associate agency director at The Refinery: “Some stories are hard to tell. The scars worn by some veterans cast a formidable shadow over the already challenging journey of transitioning from the ADF. It’s a reality most of us are unaware of. In this campaign, we wanted to shine a light on the how the RSL is changing the lives of these veterans and their families every day – and how we can all be a part of it via the Poppy Appeal. ‘Together We Remember’ is a spot that celebrates a veteran’s journey to civilian life through mateship together with the support of the RSL.”

Says Bree Nicholson, marketing and communications manager at RSL Victoria: “The Poppy Appeal is a century-old tradition in Victoria, and while the appeal has evolved over this journey, its goal remains the same – to raise funds to support veterans and their families in times of need. Our brief to The Refinery was to help us create a campaign that reflected the essence of the appeal within our modern context while acknowledging its past in some way. The concept that The Refinery came up with for our campaign answered our brief and exceeded our expectations. It was a pleasure working with Jason, Nick, Tayla and the broader team.”

The campaign is delivered in long and short-form video and audio across broadcast TV, BVOD, paid and organic social media, digital and radio.

Traffic was stopped in Melbourne’s CBD for Remembrance Day as buglers played ‘The Last Post’ from 11:00am to 11:02am on Saturday November 11, 2023.

‘Together We Remember’, support veterans and their families.

Donations can be made at www.poppyappeal.com.au

Client: RSL Victoria
CEO: Sue Cattermole
Fundraising Manager: Peter Smith OAM
Marketing & Communications Manager: Bree Nicholson
Marketing Lead: Theo Vassili
Digital Lead: Meg Gannon
Senior Communications & Editorial Lead: Jessica Antcliff

Creative Agency: The Refinery
Director & Founder: Jason Jones
Associate Agency Director: Nick Lauria
Account Director: Tayla Little

Film Production: Comma Films
Director: Will Gunn
Producer: Ayden Aramze

Production Partners
Director of Photography: Jensen Cope
Gaffer: Tom Savige
Art Department: Joe Gaines
Unit: MARC VECCHIO
1AC: Lilac Pedraza
2AC: Jesse Hales
Best: Luke Nowlan
HMU: Esther Posner
Location & Post Sound: Bruce Armstrong
Junior LX: Rhys Bennett
Junior LX: Coco Mata Heppenstall
Editor & VFX: Josh Molino
Colourist: Post Lab IO Nicholas Hower CSI
VO Artist: Inouk Mackay