THE HALF BISCUIT

TitleTHE HALF BISCUIT
BrandLEGACY AUSTRALIA & RSA NEW ZEALAND
Product / ServiceTHE HALF BISCUIT
CategoryE04. Social Behaviour & Cultural Insight
EntrantVMLY&R MELBOURNE, AUSTRALIA
Idea Creation VMLY&R MELBOURNE, AUSTRALIA
Media Placement WAVEMAKER Melbourne, AUSTRALIA
PR PPR Melbourne, AUSTRALIA
Production HELL STUDIOS Melbourne, AUSTRALIA

Credits

Name Company Position
Paul Nagy VMLY&R Chief Creative Officer
Jake Barrow VMLY&R Melbourne Executive Creative Director
James Wills VMLY&R Melbourne Creative Director
Kieran Moroney VMLY&R Melbourne Senior Art Director
Eyvonne Carfora VMLY&R Melbourne Executive Producer
Oliver Samuel VMLY&R Melbourne Integrated Producer
Aleksandar Janev VMLY&R Melbourne Editor
Hayden Gregory VMLY&R Melbourne Director
Lewis Brown VMLY&R Melbourne Senior Designer
Simon Gray VMLY&R Melbourne Designer
Santiago Alurralde VMLY&R Melbourne Digital Designer
Sarah Bailey VMLY&R Melbourne Managing Partner
Gabby Lovell VMLY&R Melbourne Account Executive
Gabriel Montalban VMLY&R Melbourne Project Manager
Eli Grynberg PPR Melbourne Senior Content & Creative Strategist
Jess Gilbert PPR Melbourne Account Director
Sam Tedesco Wavemaker Melbourne Investment Director
Ryan Creevey Hell Studios Photographer
Younes Khazour Asterisk Kitchen Pastry Chef

Write a short summary of what happens in the film

To remind Australians and New Zealanders that Anzac Day should be shared together, we reunited two soldiers who served in Vietnam; One an Australian, the other a New Zealander. Their encounter is filled with the banter, wit and camaraderie only seen between close friends who share an incredibly strong bond. As the two men reflect on their shared history they punctuate the moment with the simple act of breaking a biscuit in half and sharing it between them. Just as they share an erasable bond forged in wartime, the Anzac biscuit they share in peacetime commemorates the shared sacrifice of both Australians and New Zealanders.

Cultural/Context information for the jury

April 25 is Anzac Day – a day of remembrance for Australian and New Zealand Army Corps. It’s commemorated by both nations due to their history serving in conflicts all over the world together, dating back to Gallipoli in World War One. However, in recent years we’ve commemorated the day in isolation of one another. Our brief was to reignite the true meaning of the Anzac spirit and enable Australians and New Zealanders to share Anzac Day together. We needed to engage not one country, but two. So, we took an iconic symbol – the Anzac biscuit, which has been shared between Australian and New Zealand soldiers in war zones for over 100 years – and reimagined it.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Australia and New Zealand are like siblings. We’re competitive and we make fun of each other, but when it matters, we always have each other’s backs. The Half Biscuit Reunited film was created specifically for the two countries on Anzac Day, a time of shared respect and remembrance. It captured a moment filled with cultural references that only Aussies and Kiwis would understand. The significance of Anzac Day is not to be understated – it’s a building block of Australia’s and New Zealand’s national identities and it’s part of what makes us who we are. The act of two former soldiers sharing an Anzac biscuit didn’t just capture the attention of one nation. It brought two countries together.

Links

Video URL