RSL Victoria
Shine with Pride: Anzac Appeal Campaign
Strategy
Creative
Digital
Media
The Anzac Appeal is not only an Australian tradition spanning generations, it’s also vital for the Returned & Services League of Australia (Victorian Branch) to provide ongoing support for veterans and their families.
First established in 1916, RSL Victoria delivers a range of programs, services and initiatives to improve the lives of Australian Defence Force veterans, and has 270 Sub-Branches and 5 Veterans & Families hubs throughout the state.
After a successful pitch, The Refinery, delivered a campaign that encouraged all Aussies to honour their veterans by donating to the annual Anzac Appeal, including strategic direction and a three year roll out.
In its first major creative update in years, the Anzac Appeal creative ‘Shine with Pride’ campaign launched in 2023.
It featured belongings from veterans, donors and RSL workers illuminating their everyday lives and challenges viewers to break the veteran stereotype by featuring talent that included actively serving men and women.
We harnessed 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.
The new spot, along with emotive long-form video and audio stories, were produced by Comma Films.
The support provided by RSL Victoria literally changes lives everyday, and this concept aimed 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.
Moving storytelling from real veteran experiences rolled out on broadcast TV, Out of Home, radio, social and digital as part of the campaign, which also featured during various AFL and NRL matches including the iconic Anzac Day Clash at the MCG.
The campaign continues to roll out annually with the addition of new veteran stories and a microsite developed in 2024.
“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.”
– Bree Nicholson, Marketing and Communications Manager at RSL Victoria
Credits
The Refinery
Creative Direction: Nick Lauria
Director & Founder: Jason Jones
Account Direction: Tayla Little
Website Development: Joseph Sealey
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
'Shine with Pride' TVC
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
Colourist: Post Lab IO
Post Sound: Scott Findlay
Claire's Story'
Production: Comma Films
Producer: Ayden Aramze
Director: Will Gunn
Production Partners
Director of Photography: Jensen Cope
Gaffer: David Blecher
1AC: Aleksander ‘Lilac’ Pedraza
HMU: Sam Pearce
Production Assistant: Ethan Johnson
'Glen's Story'
Production: Comma Films
Producer: Ayden Aramze
Director: Will Gunn
Production Assistants: Josh Molino & Marc Vecchio
