Why is this work relevant for Media?

The Half Biscuit is a small-scale ambient piece that made Australians and New Zealanders share Anzac Day together. By respectfully changing the iconic Anzac biscuit for the first time in 104 years and targeting a specific target audience on a specific day, we reignited the true meaning of the Anzac spirit. The Half Biscuit inspired action amongst Aussies and Kiwis, and for the first time in a long time, both nations remembered not only their own fallen men and women, but those from the other country, too.

Background

April 25 is Anzac Day, a day of remembrance for Australian and New Zealand Army Corps. The day is 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.

Describe the creative idea/insights (30% of vote)

To remind Australians and New Zealanders that Anzac Day should be shared together, we split the Anzac biscuit in two and created The Half Biscuit. One half went to Australia, the other to New Zealand. So, no matter where you are on Anzac Day, you can commemorate fallen men and women from both Australia and New Zealand. Enjoy a Half Biscuit, and someone from the other country will be enjoying the other half with you.

Describe the strategy (20% of vote)

We needed to reunite two nations on a shared day of remembrance. The challenge was how to do it when they are separated by The Tasman Sea. By creating the Half Biscuit, Australians and New Zealanders could share Anzac Day with one another, no matter where they were. To maximise reach on a small budget, Half Biscuits were handed out on Anzac Day at major sporting events featuring both Australian and New Zealand teams, while the message was amplified by PR, press, TV, outdoor. Half Biscuits could also be shared with the other country on social media, which allowed us to measure sentiment and how the campaign changed perceptions of what Anzac Day truly means.

Describe the execution (20% of vote)

Veterans’ support groups, Legacy Australia and RSA New Zealand, partnered for the first time ever to create The Half Biscuit. It was made using the original 104-year-old recipe. The only difference was that it was broken in two – one half went to Australia, the other to New Zealand. For one week, the campaign ran simultaneously in both countries utilising PR, press, outdoor, radio, TV and social, including an emotional film that reunited two war veterans – one from Australia and one from New Zealand. Half Biscuits were handed out on Anzac Day at major sporting events, while news outlets across both countries highlighted the campaign. On social media, Aussies and Kiwis could share their own digital Half Biscuit with each other. For one day, the Half Biscuit brought Australians and New Zealanders together.

List the results (30% of vote)

The Half Biscuit made people rethink the true meaning of what Anzac represents. In a survey of people who received one, 85% now had a greater understanding of the bond between Australia and New Zealand. Legacy Australia and RSA New Zealand had their highest number of social media traffic ever, with 100% positive feedback. 60% of social interactions were from people sharing with someone from the other country, and donations to both Legacy and RSA NZ increased by 85%.