Title | THE HALF BISCUIT |
Brand | LEGACY AUSTRALIA & RSA NEW ZEALAND |
Product / Service | THE HALF BISCUIT |
Category | D02. Ambient Outdoor |
Entrant | VMLY&R MELBOURNE, AUSTRALIA |
Idea Creation | VMLY&R MELBOURNE, AUSTRALIA |
Media Placement | WAVEMAKER Melbourne, AUSTRALIA |
PR | PPR Melbourne, AUSTRALIA |
Production | HELL STUDIOS Melbourne, AUSTRALIA |
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 |
To remind Australians and New Zealanders that Anzac Day should be shared together, we split the traditional Anzac biscuit in two and created The Half Biscuit. One half went to Australia, the other to New Zealand. As a limited-edition promo item, it was available on Anzac Day at major sporting events featuring both Australian and New Zealand teams. When you enjoyed a Half Biscuit, someone from the other side of The Tasman Sea was enjoying the other half with you.
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.