RSL Queensland has enlisted independent agency Rumble Creative to quietly challenge the stereotypes surrounding armed services veterans.
“Shoulder to shoulder, always” repositions the organisation’s brand to better reflect RSL Queensland’s driving purpose – to help veterans achieve their life goals beyond service.
The campaign centrepiece is a 45-second cinema commercial that unites two real-life veterans: 88-year-old veteran Phillip Cawthan with naval veteran Claire Baldwin.
RSL Queensland general manager operations Scott Denner said the campaign highlighted the organisation’s commitment to supporting current and former service people.
Says Denner: “RSL Queensland is more than 100 years old but, as Shoulder to shoulder, always demonstrates, we remain as relevant as ever.
“This major brand repositioning and strategy overhaul shines a light on today’s RSL Queensland as an active and progressive organisation providing effective solutions for veterans and their families.”
He said it was critical to bring a sense of authenticity to the commercial.
Says Denner: “We wanted our Defence family to recognise themselves in the characters onscreen, so it was important to us not to use civilian actors.
“We’re very proud to say that every single actor on screen – whether one of the central characters or an extra – is a veteran.”
Rumble creative partner Nancy Hartley said the cross-generational story told in the commercial was simple, but emotive.
Says Hartley: “Through our work with RSL Queensland, we’ve come to comprehend the importance and magnitude of the services and connections the organisation provides.
“Be it emotional and physical wellbeing, employment and education, DVA claims, or pure mateship, it’s a supportive network that is almost 35,000-strong, and helping every veteran stay that way.
“Shoulder to shoulder, always.”
The campaign will launch in cinemas, TV and online from Sunday 24 March 2019.
Agency – Rumble Creative
Creative Partner: Nancy Hartley
Creative Partner: James Burchill
Senior Account Manager: Harold McKeon
Account Executive: Hayden Tozer
Production Company – Taxi Film
Director: Jonathan Nyquist
DOP: Matthew Toll
Executive Producer: Andrew Wareham
Producer: Simone Mackie
Editor: Sue Schweikert
Post Production: The Post Lounge
Sound Design: Ross Batten
Client – RSL Queensland
Marketing Manager: Michelle Colefax
Marketing Campaign Specialist: Bart Black
Brand and Campaign Officer: Jessica Stone
Graphic Design Officer: Teola Marsh
Brand Consultant: Gay Chinchen