The Campaign

‘Letters of Gallipoli’ re-told the story of the Anzacs using letters and diary entries that were written 100 years ago, to the day. The web series allowed you to follow the war as though it were happening today, in personal and confronting detail. A new episode was released daily, read by a cast of Australia’s most respected actors. You’ve heard the Anzac story, but you’ve never heard it like this.

Creative Execution

Every day, we released a new episode in the web series on lettersofgallipoli.com, YouTube and social media. Over one week, Australians were privy to firsthand accounts of the Gallipoli campaign. At first, the men were excited to be travelling to different parts of the world. But their voices changed as they experienced the brutality of war. Their stories were personal, confronting and heartbreaking, brought to life with a cast of exceptional Australian talent. ‘Letters of Gallipoli’ soon gained the attention of major news networks and some of Australia’s biggest brands, who promoted the campaign unprompted on national TV and social networks.

‘Letters of Gallipoli’ was viewed and shared over tens of thousands of times. Major TV networks gave the campaign free coverage and some of Australia’s major brands promoted the campaign on their social networks, unprompted. ‘Letters of Gallipoli’ raised donations for Legacy, which allowed them to assist military families suffering from disability, death and injury. The web series gave Australians a new perspective on World War One, and allowed them to truly understand the sacrifices the Anzacs made.

‘Letters of Gallipoli’ was more than a branded content campaign; it re-told Australia’s greatest story in intimate detail, presented by captivating performers. Anzac Day is an historic day that defined a country and its culture, so it was appropriate these stories were told just as they were written. All over the country, Australians tuned in daily to learn how their country was shaped by the sacrifices the Anzacs made on the shores of Gallipoli.

The Anzacs are no longer with us, but their stories should never die. Legacy wanted to remind a younger generation of Australians the true and personal impact of war. By recruiting some of Australia’s most respected actors to read letters and diary entries from the Gallipoli campaign, we gave forgotten soldiers a new voice. The Anzacs’ stories were read on the exact day they were written 100 years ago and were broadcast on a media channel without an editorial filter, giving a new perspective on our oldest stories.