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Integrated
The Half Biscuit: The Half Biscuit
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To remind Australians and New Zealanders that Anzac Day should be shared together, we split the iconic Anzac biscuit in two and created The Half Biscuit. One half went to Australia, the other to New Zealand. It became a powerful symbol that allowed both countries to commemorate their fallen Anzac soldiers not in isolation, but as one. While you enjoyed your Half Biscuit, someone from the other country would be sharing the other half with you. Agency: VMLY&R, Melbourne
The Half Biscuit was a collaboration between veterans’ groups, Legacy Australia and RSA New Zealand, and launched with an emotional film that reunited two war veterans, an Aussie and Kiwi. The campaign was supported by outdoor, press and social, and Half Biscuits were distributed at both nations’ biggest sporting events on Anzac Day.
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