It may sound strange, but Australians can buy a pre-recorded Minute of Silence to support the ANZAC appeal in a unique fundraising campaign from DDB Melbourne, Tribal Worldwide and Mango Australia.
The recorded Minute of Silence includes 80 currently serving and former Australian Defence Force members and their families, including veterans from conflicts as recent as Afghanistan and Iran and as long ago as WW2, Korea and Vietnam and was recorded as the platform for the campaign.
By phoning 1902 250414 or texting SILENCE to 1999 1234 the customer will receive the pre-corded minute of silence, with funds raised going directly to the Anzac appeal.
Executive Creative Director, Darren Spiller says, “At first glance you think we are asking people to buy nothing, but as you delve deeper into the campaign you realise that you get a whole lot. Memories, stories, learnings, sorrows, reflections and resolve. It’s amazing what a minute of silence is really made up of.”
The technological platform of this fundraising campaign will help instil the Anzac Day meaning in the minds of Australians and attract widespread donations.
Campaign video can be viewed here
CREDITS Client: Manager, Appeals & Membership Returned & Services League of Australia: Peter Smith Executive Creative Director: Darren Spiller Creative Lead: Ant Hatton Creative: Ant Hatton, Chris Andrews Senior TV Producer: Tuesday Picken Online Content Editor: Marissa Brain Online Content DOP: Jordy Molloy/Chris Andrew General Manager Tribal Worldwide Melbourne: Richard Lloyd Digital Creative Director: Steven Skrekovski Digital Creative: Pascal Van Der Haar Executive Digital Producer: Rebecca Bayly Digital Producer: Genevieve O’Shea Digital Head of Art: Jonathon Yuen Developer: Ben Lau, Arnaud Tanielian, Michel Boudreau Account Director: Stephanie Luxmoore Account Manager: Kristen Mahler Creative Services Director: Diana Czechowska Planner: Tom Hyde PR Account Director – Sophie Beckingham PR Account Manager – Samantha Vassos PR Account executive – Cass Stafford Production Company: Exit Films Production company address: 91 Tope Street, South Melbourne VIC 3205 Director: Mark Molloy Producer: Martin Box Executive Producer: Corey Esse DOP: Ryley Brown 1st AD: Euan Keddie 2nd AD: Marina Bonofiglio Production Manager: Kate Merrin Production Assistant: Martine Dartnell Production Attachment: Justine Macurthur Directors Assistant: Jayden Stevens Operator: Glenn Clayton 1st AC: Murray Watt 2nd AC/Data: Chaylon Fraser Gaffer: Rory Timoney Exec Assist: Chris Mitchell Exec Assist: Antonio Argirio Sound Rec: Tom Pollard Art Department: Niamh Peren Wardrobe: Melissa Rutherford Unit: Tom Pollard Nurse: Pam Krueger Offline Editor: Rohan Zerna Online Editor: Eugene Richards Editing Company: The Butchery & The Refinery Post Production Producer: Freya Maddock Music/Artist/Title: Silence Sound design: Colin Simkins @ Gusto Music Sound design Producer: Sean Calleja @ Gusto Music PHOTOGRAPHER: Christoper Tovo
