VB to bring diggers’ families together in honour of Anzac Day

AnzacsVB today announced its search to bring together the families of the diggers pictured in the iconic image of twelve Anzacs that inspired the original Raise A Glass campaign.

The campaign launch centres around an emotive TVC created by Droga 5 that features Bree Till, the widow of serviceman Brett Till, who died on active service in Afghanistan in 2009.
The idea for the reunion was prompted by two Australian families who approached VB, believing their relatives to be in the photo. The diggers were part of the 13th Platoon, D Company in the 2nd/1st Machine Gun Battalion stationed in Egypt 1941.

This year VB is donating $1m to campaign partners Legacy and the Returned and Services League (RSL). Over $4.7m has been raised since 2009 when the campaign began. The donations go towards providing care and  support for the service community.

VB Stubby and Can Raise A Glass_

VB senior brand manager, Craig MacLean said: “VB is now one of the single biggest contributors to supporting veterans in Australia, we’re very proud of our ability to help.  This campaign has increased awareness not only of the diggers but also the very real issue of the 50,000 servicemen and women who have served Australia in the last 15 years.

“As we do every year with Raise A Glass we’re encouraging people to think about one service person they would like to ‘raise a glass’ to on Anzac Day. We’re also asking Australians to dig through their relatives’ service records -it could be someone’s grandfather, father, brother or uncle in the photo, and this year we want the public to help us tell their stories to the nation.”

VB has also released a special edition Raise A Glass stubby which includes the emblems of the Returned and Services League (RSL) and Legacy Australia.


Agency: Droga5 Sydney
Writer: David Nobay / Cam Blackley
CD: Cam Blackley
ECD:    Duncan Marshall
Creative Chairman: David Nobay
Head Of Broadcast:   Paul Johnston
Business Director: Esther Knox
Senior Business Manager: Patrick Rowley
Production Company: Exit Films
Director: Amy Gebhart
Producer: Susie Cole
DOP: Andrew McLeod
Editing and Post production : The Butchery
Music and Sound : Final Sound



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.