A lot of things in the world are shocking. These days, everyone is used to graphic images of horror. But a metaphor of horror? Clemenger BBDO has created a 60 second version of a Gallipoli story that has been told and retold dozens of times…
Its version hits hard.
338 young men stand in formation in front of a war memorial. They are whistling the tune that the 600 men of the 16th Battalion sang on their way to the fight at Bloody Angle at Gallipoli during World War 1. 338 died in that battle. And, in the film, 338 men stop whistling, one by one.
“Most men tremble when faced with death. These men sang,” is all the video’s blurb states. The ad asks simply for people to raise a glass and perhaps help with a little money.
It was created by Clemenger BBDO Melbourne for CUB brand, VB, for the annual Raise A Glass appeal.
The ad will run on TV and in cinemas across the country in the lead up to Anzac Day. The VB Raise A Glass appeal began in 2009 and by the end of this year’s campaign, will have donated over $7 million to Australian servicemen and women via the RSL and Legacy.
The ad’s director, Derin Seale and its cinematographer, John Seale, (Derin’s dad), share a connection to the film’s theme.
John was the camera operator on Mel Gibson’s 1981 movie Gallipoli and Derin spent time as a child on the set. Both Derin and John, as well as lead producer Karen Bryson volunteered their time for the cause.
Clemenger BBDO Melbourne executive creative director, Ant Keogh, told how the team went back to the history books when they were creating the campaign.
“In the Victorian State Library, we came across a thin pink book. It was the sketches and diary of Ellis Silas, Signaller of the 1st IAF 16th Battalion, recording his experiences at Gallipoli.
“In 1915, the 16th Battalion made a charge over particularly challenging terrain. They were immediately met with heavy resistance and the casualties were high. But instead of retreating or hiding they charged on, singing It’s a long way to Tipperary.”
Victoria Bitter general manager, Craig Maclean, attended the shoot, “Bringing a story like the fierce battle at Bloody Angle to life is a big part of this appeal; it reminds people to stop and remember the bravery and sacrifice all our servicemen and women make.
“When all these young, fit, healthy men stood in front of the Shrine of Remembrance at sunset, you really had a sense of the scale of loss sustained on the battlefield 100 years ago. It really drove home why we run this campaign each year.
“Victoria Bitter is one of the largest supporters of veteran welfare in the country. This year, we will make a $1 million corporate donation as well as running a fundraising drive for the public to contribute. It’s our way of honouring all Australian servicemen and women past and present. It’s our way of saying thank you.”
The campaign includes TVCs, digital, on pack, on premise and a social media campaign.
Creative credits:
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
Executive creative director: Ant Keogh
Senior art director: Luke Thompson
Senior copywriter: Jim Robbins
Social Creative: Matt Maguire
Director: Derin Seale
DoP/cinematographer: John Seale
Editor: Jack Hutchings
Executive producer: Karen Bryson
Flame artist: Eugene Richards
Music Composer/Arranger: Cornel, Tommy, Mark, Pascal, Jojo, Gus & Danny (Producer)
Sound Designer/Engineer: Paul Le Couteur
