RSL Queensland has unveiled a new campaign created in partnership with independent agency Rumble Strategic Creative to reinforce the enduring significance of ANZAC Day ahead of the nation’s annual day of commemoration.
The campaign marks the latest chapter in a long-term strategy to safeguard the relevance and reverence of ANZAC Day across Australia. Anchored by five hero films, the work seeks to remind Australians that the ANZAC spirit is fundamental to how we live our lives today.
At its heart are the timeless values passed down by those who not only defended the nation, but helped define it: mateship, respect, sacrifice, tradition, and community. The films bring these qualities into a modern context, shedding light on the vital role RSL Sub Branches play in bringing communities together to honour and carry forward the legacy of the ANZAC spirit.
“As custodians of ANZAC Day, the campaign represents the next step in the organisation’s longstanding commitment to ensuring this sacred day remains both meaningful and accessible,” said Laura McMahon, GM marketing and communications RSL Queensland.
“The goal is to broaden and recognise what keeping ANZAC Day alive looks like, which can be as simple as pausing for a minute’s silence, donning a sprig of rosemary, baking a batch of ANZAC biscuits, or attending your local Sub Branch’s Dawn Service. Every act of remembrance or reflection helps to keep the ANZAC spirit woven into our national fabric.”
“ANZAC Day is one of the rare moments on the calendar that invites collective pause. When we can stand together, near or far, regardless of surface-level differences, to honour those who fell and appreciate the weight they carried so we can live the lives we do today. And perhaps that’s the true power of the day. Not only honouring the best of us, but recognising how it brings out the best in us,” added Rumble creative director, Rhys Venning.
The campaign will run across TV, OOH, social, and digital, with RSL Queensland partners supporting the push through various other channels.
Credits:
RSL QUEENSLAND
GM Marketing & Communications: Laura McMahon
Head of Communications & Content Cassie Charlish
Snr Manager, Creative & Design Fred Cook
Commemorations Marketing Lead Tessla Grunwald
Rumble Strategic Creatives
Creative Partners: Nancy Hartley & James Burchill
Creative Director: Rhys Venning
Senior Art Director: Sal Borzillo
Director Client Engagement: Damian Coren
Account Manager: Abby Roberts
Agency Producer: Mel Ashman
Production: Light + Shade
Director/DP: Josh Zaini
Producer: Emma Horne
Sound Recordist: Travis Brown
MUA/Hair: Jane Heta
Assembly Edit: Josh Chang
Offline & Online Edit: Rohan Cooper
Colour Grade: Kali Bateman
Sound: Ross Batten, Rosco Audio
VFX: Ruckus Studio
Stills Photographer: Mike Curtain
