This weekend saw us celebrating ANZAC day, and although there wasn’t a public holiday to follow on the Monday, there was still (as always) cause to raise a glass in honour of those ANZAC’s who fought at Galipoli in WWI. This year you would have noticed the ‘VB: Raise a Glass’ campaign created by Droga5, Sydney. The campaign was aimed at raising money for the Returned and Services League (RSL) and Legacy. This was achieved by asking people to donate via the Raise a Glass website as well as $1 from every case of VB sold donated to RSL and Legacy.
The campaign was not only impressive, but also effective, having raised $1.1million as of 27th April. The TV advertisements brought out emotion, as Army veterans take you through their own personal experience of war, raising their glass to their mates who are no longer with us. The website build was kept clean and simple, with a look as if it is itself a document from WWI.
Despite its success, there was quite a bit of controversy as to the message the campaign was trying to send. Obviously being created by an alcoholic beverage company, it’s an obvious guess as to what they would like you to have in the glass you’re raising. This was never mentioned in the TV advertisements, which stated …”whatever you’re drinking”. VB only appearing once in the commercial, alongside RSL and Legacy.
Whether the incentive of the campaign was merely to increase beer sales, then so be it. At the end of the day over $1million was raised for RSL and Legacy in a well excecuted integrated campaign.
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