Corporal Mark Donaldson VC raises his glass to support RSL and Legacy via Droga5, Sydney
Australia’s favourite beer, VB, has launched the 2011 Raise A Glass Appeal. Now in its third year, the Appeal calls on all Aussies to Raise A Glass on Anzac Day in support of our serving and ex-service men and women of the Australian Defence Force (ADF) and their families.
This year’s Appeal is spearheaded by a new television commercial featuring Corporal Mark Donaldson VC. Corporal Mark Donaldson VC, who has a close association with Legacy after growing up as a Junior Legatee, has pledged his support to the Raise A Glass Appeal by sharing his story.
Paul Donaldson, Marketing Director CUB , says: “Corporal Donaldson hasa great story to tell. The son of a veteran, his family werebeneficiaries of Legacy, so he understands firsthand the support theycan offer and the value of the Raise A Glass Appeal. We believe that by telling his story through the commercials he willhelp the Appeal connect and engage with a younger generation ofAustralians, raising funds for other families in need of the support ofboth the RSL and Legacy.”
The 30 second television commercial created by Droga5 features CorporalMark Donaldson VC enjoying a BBQ with a few close mates. Set againstthe sounds and the flickers of the burning BBQ his story of mateship istold.
The commercial closes with Corporal Mark Donaldson speaking about theimportance of the Raise A Glass Appeal, urging Australians to showsupport for the Appeal by making a contribution in 2011. Corporal MarkDonaldson VC also features in a 15 second television commercial inuniform doing a direct to camera piece. The television commercials wereshot in Sydney on the 22nd February and will air from tonight.
In addition to the commercials featuring Corporal Mark Donaldson VC, VBwill also be airing new edits of the 30 second television commercialsfeaturing veterans Keith Payne VC and World War Two veteran Bill whofeatured in the 2009 and 2010 Raise A Glass Appeal campaigns. Therewill also be a national print campaign and cinema advertising.
Many pubs, clubs and liquor stores around Australia have also showntheir support for the Appeal. Throughout the campaign VB will beinstalling donation boxes in support of the Raise A Glass Appeal athundreds of venues around Australia.
David Nobay, Creative Chairman of Droga5 said, “VB is a brand with along partnership and history with the ADF, and the Raise A Glass Appealis a fitting way to recognise the ultimate sacrifice any Australian canmake. At Droga5, we create a lot of work for CUB, but this campaign isa very special part of our year and one we couldn’t be prouder to beassociated with.”
The third year of the VB Raise A Glass Appeal was launched nationallyat ANZAC House with key representatives from the RSL and Legacy andspecial guest General Peter Cosgrove.
The VB Raise A Glass Appeal will raise vital funds for the RSL andLegacy to support servicemen and women and their families, past andpresent. To date, the campaign has raised in excess of $2.4 million forthe RSL and Legacy, with one hundred per cent of the money generated bythe Raise A Glass Appeal evenly divided between the two
organisations. In keeping with the last two years, VB will kick start the fundraising by contributing $1 million to the Appeal.
For further information about the Raise A Glass Appeal click here.
Credits
Agency: Droga5 Sydney
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Director: Cam Blackley
Art Director: Kirsty Galmes
Copywriter: Chris Berents
Senior TV Producer: Paul Johnston
Business Director: Jamie Clift
Account Director: Esther Knox
Account Manager: Lucy McBurney
Planning Director: Justin Graham
3 Comments
Nice work guys
who directed it?
good work knoxville