It’s Easier To Treat ANZAC Day With Respect Without A Brand: GPY&R
When there’s no commercial brand trying to hike onto a poignant moment such as ANZAC Day, it’s a chance for the creative to really shine through. At least, that’s what Jonny Clow has found.
The group account director at creative agency GPY&R was part of the team that launched an ANZAC Day campaign for charity group Legacy called Letters of Gallipoli.
Clow agreed brands dabbling in ANZAC Day campaigns were treading a fine line, “especially with the controversy that happened last year with Woolworths”.
“For us, for ANZAC, it’s really good to be involved in a campaign where there’s no brand fronting it,” he said.
Removing the brand means eclipsing the brand conversations and the worry that comes with trying to remain respectful, said Clow.
“For an event where there were thousands of causalities and deaths you have to be exceptionally careful if you are a brand and trying to get the right balance. Also, let’s be honest, most brands…there is some element in wanting to engage with people. And that engagement can be misconstrued as blatant commercialism advertising.”
We all saw what happened with Woolworths last year when it released a rather naff campaign called ‘Fresh in our Memories’. Not only was it vilified on Twitter and the mainstream media, the agency behind it was virtually attacked for its stupidity and lack of sensitivity.
However, the project recently released by GPY&R on a pro-bono basis for Legacy takes all worry away, said Clow. “From that perspective it makes it very easy,” he said. “And, for an agency, once it goes up and people see it, it’s very hard for people to critique it.”
Behind the videos
The campaign saw well-known personalities and actors read 101 year-old letters from troops sent back to their families. It was a follow on from the centenary campaign in 2015. The group had uncovered a hoard of letters from the Gallipoli campaign and released some in podcast form. This time, GPY&R took it a step further and filmed seven actors and personalities reading the letters.
A new video is released each day in the week leading up to ANZAC Day on 25 April.
“We had the idea of, if we had the letters, wouldn’t it be great if you could actually experience more of that emotion by actually seeing someone read a letter for the first time,” explained Clow.
The readers
All seven clips were shot over one day in Sydney, with three different directors. Clow said they didn’t want to the actors to be A-listers, no Chris Hemsworths here.
“We wanted to get a good mix of people who are old, middle-aged and young,” he said. “We had an hour slot for each of the actors to come in. They hadn’t seen the letter before they sat down on the stool.
“Half of the magic for us was to get reactions. You can almost see the actors read the paragraph before they launch into it and their facial reaction is the unexpected nature of what they’re reading. And we thought, if we could capture that in one take with three different cameras – that would make some great content.”
But still, while it’s lovely to see some big name personalities such as Ita Buttrose and Vince Colosimo taking part in the initiative wouldn’t family members evoke stronger emotion?
The allotted timeframe made it difficult, said Clow. “I think researching and finding those family members would be, within the timescale that we had, unachievable,” he said, but added it’s an option for next year.
However, he did note the final letter being read out on ANZAC Day by actor Josh Lawson is one from the great-grandfather of copywriter, James Wills. “Obviously quite a poignant story for him to be involved in.”
Completely voluntary
One thing that really struck Clow was the cast and crew giving up their time for the project. He confirmed the actors and personalities weren’t paid, neither was the production company Finch, nor the team at GPY&R.
“It was hats off to these actors who’ve donated their time. Hats off to Finch who did a wonderful job in helping us get the actors.”
Check out all the videos here.
Please login with linkedin to comment
Advertising Standards Bureau Carly Rogowski GPY&R instant messaging nelson mandela sound in marketingLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.