In a new rebranding exercise, RSL Queensland has produced a brilliant and heartwarming cinema and TV commercial, also viewable on YouTube (and below).
CAPTION: Screenshot from ‘Shoulder to Shoulder, Always’ cinema and TV commercial.
In a launch statement, RSL Queensland said “Shoulder to shoulder, always” sought to reposition the organisation’s brand to better reflect RSL Queensland’s driving purpose – to help veterans achieve their life goals beyond service.
The campaign centrepiece is a 45-second cinema commercial that unites two real-life veterans – 88-year-old Vietnam veteran Phillip Cawthan with contemporary naval veteran Claire Baldwin.
Watch the ad here…
RSL Queensland General Manager Operations Scott Denner said the campaign highlighted the organisation’s commitment to supporting current and former service people.
“RSL Queensland is more than 100 years old but, as Shoulder to shoulder, always demonstrates, we remain as relevant as ever,” Mr Denner said.
“This major brand repositioning and strategy overhaul shines a light on today’s RSL Queensland as an active and progressive organisation providing effective solutions for veterans and their families.”
He said it was critical to bring a sense of authenticity to the commercial.
“We wanted our Defence family to recognise themselves in the characters onscreen, so it was important to us not to use civilian actors.
“We’re very proud to say that every single actor on screen – whether one of the central characters or an extra – is a veteran,” Mr Denner said.
Rumble Creative (the company behind the ad) partner Nancy Hartley said the cross-generational story told in the commercial was simple, but emotive.
CONTACT agrees – I didn’t see the punchline coming! Now I’ve watched it 10 times 😉
“Through our work with RSL Queensland, we’ve come to comprehend the importance and magnitude of the services and connections the organisation provides,” Ms Hartley said.
“Be it emotional and physical wellbeing, employment and education, DVA claims, or pure mateship, it’s a supportive network that is almost 35,000-strong, and helping every veteran stay that way.
“Shoulder to shoulder, always.”
The campaign will officially launch in cinemas, on TV and online from Sunday 24 March 2019.