RSL Victoria says ‘Thank You’ in this year’s Poppy Appeal via Marmalade and OTTO
This 11th November marks 100 years since the end of World War 1. RSL Victoria aims to raise $3 million for this centenary appeal, the proceeds of which go directly to providing support to current and ex-service ADF personnel and their families in times of need. Creative agency Marmalade and production company OTTO Empire have created a new campaign to push the appeal.
Says Brad Swain, manager of membership, marketing and communications, RSL Victoria: “Our aim was to make the Poppy Appeal feel more accessible and have wider appeal. Not everyone knows someone who has served, but everyone can express their gratitude to them by proudly wearing a poppy.”
Says John Akritidis, creative director, Marmalade: “We wanted to portray that wearing a poppy is a short-cut to say ‘Thank You’ to those who have served. This idea felt like a really simple and persuasive reason for all Victorians to support the Poppy Appeal. We know how dedicated RSL Victoria is to supporting service men, service women and their families, and we’re proud to have partnered with them for this campaign.”
Directed by Annelise Hickey and executive produced by Otto’s Jo de Fina, the campaign launches 29 October, and will appear as CSA’s throughout regional Victoria, donated metropolitan Melbourne poster placement by Adshel, radio in metro and regional Victoria as well as paid social media.
4 Comments
Marty Rhone
Good one Gaz
The poster is great – says it all.
The TV – sluggish – lacks clarity of the poster.
…welp. There goes the funding for my legs.