RSL Victoria launches ‘Shine with Pride’ ANZAC Appeal campaign via The Refinery

In its first major creative update in years RSL Victoria has launched the ‘Shine with Pride’ campaign developed by creative agency The Refinery, which encourages all Aussies to honour their veterans by donating to the annual ANZAC Appeal.

 

The creative features belongings from veterans, donors and RSL workers shining with pride in their everyday lives and challenges viewers to break the veteran stereotype by featuring talent that includes actively serving men and women.

The new spot, along with emotive long-form video and audio stories, was produced by Comma Films.

Says Nick Lauria, creative director at The Refinery: “This was a special campaign for us, as it urges all Australians to honour the contribution of our service personnel everyday.

“We harnesses the patriotic pride we all feel purchasing badges on ANZAC Day, and pushed Aussies to keep the spirit alive every day by donating to the support the good work of the RSL.”

Moving storytelling from real veteran experiences also rolls out on social and digital as part of this year’s ANZAC Appeal campaign.

Adds Lauria: “The support provided by RSL Victoria’s case workers literally changes lives everyday, and we wanted to show their direct impact on the community. In the process, we were able to share in some incredibly powerful stories of vulnerability and courage from returned servicemen and women.”

Says Bree Nicholson, marketing and communications manager at RSL Victoria: “This year’s ANZAC Appeal campaign was our strongest campaign yet. It highlighted everything the ANZAC Appeal and ANZAC Day is about – togetherness, commemoration, reflection and support for our veterans. Thanks to the team at The Refinery and Comma Films for bringing this to life.”

The campaign rolls out across broadcast TV, BVOD, OOH, paid and organic social, digital and radio.

Play the radio spot:

The iconic ANZAC Day Dawn Service at the Shrine of Remembrance in Melbourne also saw incredible crowds of approximately 40,000 attendees.

Donations can be made at www.anzacappeal.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: The Refinery
Director & Founder: Jason Jones
Creative Director: Nick Lauria
Account Director: Tayla Little

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

Production Partners
Director of Photography: Jensen Cope
Gaffer: Tom Savige
1AC: Aleksander ‘Lilac’ Pedraza
Best: Joshua Potts
HMU: Esther Posner & Vickie Morris
Art Department: Josh Molino & Marc Vecchio
Location Sound: Chris Clarke
Production Assistant: Sarah Pierce
Photographer: Vedika Sidhu
Colourist: Post Lab IO
Post Sound: Scott Findlay
VO Artist: Adam Dunning