THE HALF BISCUIT

Short List
TitleTHE HALF BISCUIT
BrandLEGACY AUSTRALIA & RSA NEW ZEALAND
Product / ServiceTHE HALF BISCUIT
CategoryD02. Ambient Outdoor
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 ambient or digital execution or campaign.

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.

Cultural/Context information for the jury

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.

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