VB raises a stubby to Legacy and the RSL in new campaign via Droga5 in lead-up to ANZAC Day
UPDATED TO INCLUDE LATEST TVC RELEASED TODAY – To kick off the 2012 campaign, VB has unveiled a special edition ‘Raise A Glass’ stubby, featuring the emblems of their campaign partners, the Returned and Services League (RSL) and Legacy Australia.
The updated logo on the limited release stubby will be the first time the famous brown bottle has featured another organisation’s branding alongside the iconic VB lettering.
A new TVC, the last work for VB by Droga5, officially launched the campaign today. The spot, featuring Afghanistan War widow Bree Till, was written by David Nobay, art directed by Cam Blackley and directed by Amy Gebhardt via Exit Films.
Since its inception in 2009, the ‘Raise A Glass’ campaign, created by Droga5, has raised over $3.7 million for the RSL and Legacy which has helped to fund dozens of important projects. The unique branding takes the partnership with these well-respected organisations one step further.
“It’s an Australian tradition to have a beer on Anzac Day and share stories about the men and women we know who have served our country. The Raise a Glass Appeal has been honouring and celebrating these stories for four years now, and with the RSL and Legacy emblems now featured on the iconic VB stubby, hundreds of thousands of Australians will be reminded of the cause every time they raise a beer,” said Craig Maclean, senior brand manager, VB.
In 2012, VB will again be contributing $1 million to the Raise A Glass cause, which will provide funding for projects including personal security protection for elderly widows and holidays for young kids.
“This April, in the lead up to Anzac Day, every time an Aussie drinks a VB, they will be reminded of the Raise A Glass campaign,” said Charles Wright, Chairman, Legacy Australia. “The request to add the campaign partner emblems to the stubby came from our supporters, who were keen to be reminded of the campaign every time the stubby was in their hand.”
“We are extremely proud of our association with VB and we’re honoured to see the Legacy logo sharing the stage with one of Australia’s most iconic brands. This partnership will drive great awareness for Legacy and the work we do in the community.”
Major General David McLachlan, Victorian RSL State President, endorsed the sentiment: “During this important time of commemoration in the lead seeing the RSL badge on the stubby will be a symbolic reminder to everyone to raise a glass in memory of a departed veteran.
“The campaign is an excellent opportunity for us to remind the community of the outstanding work of the RSL in supporting current and former service men and women of the ADF and for that we sincerely thank VB for this opportunity.”
The limited edition stubby will also feature the Raise A Glass website address which will sit alongside the RSL and Legacy logos for the month of April.
24 Comments
It’s a beautiful campaign. I’d like to share something Peter Cosgrove said to me upon meeting him at a Vietnam Vets gathering, where I was standing in for my father who died serving.
“He was one of the lucky ones.”
Will never forget that.
Very well done.
Wow. I am crying like a baby.
What a beautiful piece.
Such a sensitive subject, nicely handled.
Lovely. And tastefully done.
Thinking of you and your husband Mrs Till.
It’s a beautiful ad and nice for the woman to share but is nothing scared from advertising? Even death? Is death a media event where you can buy space? I think it could have been ok if there were no beers in shot.
Nicely (and tastefully) done D5.
selling beer off the back of dead soldiers. yeah great.
Flogging booze using dead soldiers and widows – the commercialization of ANZAC day is truly a national tragedy.
yeah, that was pretty corny…what’s next?
Why are we ok with it being VB, but if it was the exact same ad with a cordless drill instead of a beer in shot we’d all be up in arms over the ‘2012 Bunnings Anzac Day’..?
And no I don’t give a fuck if it’s raising money. It’s cynical and a disgrace.
While I’m on a rant, Pete Saldini your story was bullshit. Cosgrove wouldn’t say something that corny in a million years.
As for the rest of you astroturfers – for this one show some respect and fuck right off.
This is utterly, utterly tasteless.
Never stand between a bogan and his right to be morally and indignantly outraged over absolutely nothing.
I’ve heard very similar stories to Pete re: Vietnam. Cosgrove has a very different private persona, it wouldn’t surprise me.
But feel free to get morally outraged and start a Puritan-Amish-Good old lynch mob next time someone dares to say anything but ‘God bless Austramerica’
Pansies.
Legacy helped my grandmother raise five children after my grandfather’s death.
It’s a great charity. Good on VB for aligning with them, and for donating $1 million bucks.
Drink whatever you like in the next few weeks, but at least throw a few bucks to Legacy.
Jesus Christ.
I’m speechless.
Call me Yumi Stynes, but I’m no fan of the cult of the ANZAC.
Fanning senseless nationalism is a dangerous thing.
It’s wrong – there should be no beer at all in that ad and everyone involved in the production of it knows it.
A perfect example of a Brand overstepping its mark.
I was very honored to be present of the 2012 Raise a Glass Launch.
It was a moving occasion, very respectful to past & present people that have served.
It was a eye opener to see that Legacy Australia are still such a big contributor to the families especially the wife’s & children left behind.
To see Bree Till & her small child be so loved & looked after by legacy brought tears to my eyes.
Please dig deep & Raise A Glass
Cheers
Chris
Here’s the reality – these days anything is up for grabs when it comes to marketing. What irks me is that a lot of diggers have alcohol problems, so the One Million they raise won’t come close to the damage Alcohol does to veterans and their families. I know, my dad was a Vietnam Veteran and at 76 is still in therapy. He’s lost a lot of mates to alcohol related disease.
But more importantly this TVC is poorly made. It needed the sensitive hand of someone like Mark Molloy or Steve Rogers to make it tasteful and poetic. It could have been better than Australian story but it ended up being like something from ACA – two glasses of beer and one empty chair when you have the beautiful imagery of the paper thrown into the ocean.
I think it’s piss weak.
I actually cried. Crocodile tears, but that was the first time in a while.
Well I returned from short Easter break last night and saw the Cosgrove spot on TV and what an awkward, self-conscious, tired, unconvincing piece of nonsense it is. And for beer, no less.
I’m utterly ashamed to be in advertising after seeing that. God I hope no one asks me what I do for a living this coming ANZAC day.
And another thing…to think THAT was chosen as the BEST take.
Get off your high horse fellas & smell the air – be grateful that there are businesses/companies who are willing to support Legacy. Anything that helps raise funds for any charity should be praised upon. Most of you who are against it obviously made it home in one piece after your overseas posting. How about you think of those who didn’t and their loved ones are now left behind. Legacy is a helping hand to those who need it. Like it matters it’s an alcohol company? If you have such a problem with it, I’d like to see you fork out $1 million towards a charity, let alone Legacy. I will happily raise a glass for my family members who are currently serving for our country & all of us Aussie’s!!
Can anyone tell me where this ad was made – my husband thinks it’s Cronulla but I’m not so sure! thanks.
Good on ya VB.Great Job very sad but really makes the point of honouring the poor chaps that died in Afghanistan for this Democratic Nation Australia.
AT THE GOING DOWN OF THE SUN WE WILL REMEMBER THEM.