Clemenger BBDO Melbourne Pays Homage to Legend of the Gallipoli Brave

Two descendants watched on as their forebear’s involvement in a Gallipoli legend was highlighted in an emotive TV commercial launched as part of the annual Raise A Glass appeal in Melbourne today.

Filmed at Melbourne’s Shrine of Remembrance, the TV commercial was created by CUB and Clemenger BBDO Melbourne to highlight the contribution the 16th Battalion AIF made at Gallipoli.

The 16th Battalion suffered heavy losses during a hellish fire fight at Bloody Angle on the hills at Gallipoli. First-hand accounts talked about the men singing as they went into battle despite the treacherous conditions. Of the 600 in the Battalion, 338 young men were killed during the charge at Bloody Angle. The Raise a Glass campaign has a cast of 338 men – one representing each of those fallen men.

Watching the launch of the Raise A Glass TV commercial, which will play on TVs and in cinemas across the country from this evening, was Bill and Jim Grayden from Western Australia, whose father and grandfather, Len Ives, was injured during that fight at Bloody Angle.

In an interesting link, the campaign was directed by Derin Seale, with his Oscar-winning father John Seale as cinematographer.

John was the camera operator on Mel Gibson’s 1981 movie Gallipoli and Derin spent time as a child on the set. Both Derin and John, as well as lead producer Karen Bryson volunteered their time for the cause. The Mel Gibson character portrayed a dispatch runner at Gallipoli, which is the job Len Ives had at Bloody Angle.

The VB Raise A Glass appeal began in 2009 and by the end of this year’s campaign, will have donated over $7 million to Australian servicemen and women via the RSL and Legacy.

Clemenger BBDO Melbourne executive creative director Ant Keogh says the team went back to the history books when they were creating the campaign.

“In the Victorian State Library, we came across a thin pink book. It was the sketches and diary of Ellis Silas, Signaller of the 1st IAF 16th Battalion, recording his experiences at Gallipoli.

“In 1915, the 16th Battalion made a charge over particularly challenging terrain. They were immediately met with heavy resistance and the casualties were high. But instead of retreating or hiding they charged on, singing It’s a long way to Tipperary,” he said.

Victoria Bitter general manager Craig Maclean says the Victoria Bitter team is again proud to highlight the work the RSL and Legacy do for veterans’ welfare through the appeal.

“Bringing a story like the fierce battle at Bloody Angle to life is a big part of this appeal; it reminds people to stop and remember the bravery and sacrifice all our servicemen and women make,” Maclean said.

While raising money for servicemen and women of all conflicts, the 2015 campaign specifically commemorate the centenary of the Gallipoli landings. Maclean said watching the making of the TVC helped the team understand the enormity of the losses suffered.

“When all these young, fit, healthy men stood in front of the Shrine of Remembrance at sunset, you really had a sense of the scale of loss sustained on the battlefield 100 years ago. It really drove home why we run this campaign each year.

“Victoria Bitter is one of the largest supporters of veteran welfare in the country. This year, we will make a $1 million corporate donation as well as running a fundraising drive for the public to contribute. It’s our way of honouring all Australian servicemen and women past and present. It’s our way of saying thank you,” he said.

The campaign includes TVCs, digital, on pack, on premise and a social media campaign.