RSL Queensland has revealed an emotional campaign ahead of ANZAC Day titled ‘Shoulder to shoulder, always’.
Created by Rumble Creative, the 45-second cinema spot features the two Australian veterans travelling to a dawn service.
88-year-old Vietnam veteran Phillip Cawthan and Afghanistan naval veteran Claire Baldwin are featured in the spot, highlighting the organisation’s commitment to supporting current and former service people.
RSL Queensland general manager of operations Scott Denner stated: “RSL Queensland is more than 100 years old but, as ‘Shoulder to shoulder, always’ demonstrates, we remain as relevant as ever.
ADVERTISEMENT
“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.”
Featuring real veterans was critical for Denner to ensure the authenticity of the campaign.
“We wanted our Defence family to recognise themselves in the characters onscreen, so it was important to us not to use civilian actors,” Denner added. “We’re very proud to say that every single actor on screen – whether one of the central characters or an extra – is a veteran.”
Veterans Phillip Cawthan and Claire Baldwin feature in the campaign
Rumble Creative partner Nancy Hartley said: “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.”
The campaign will launch on the March 24 across cinema, TV and online.
Credits:
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