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The Half Biscuit

The Half Biscuit | Legacy | Y&R
Download Download JPG | 1922x1078px
Industry: Public interest & Non-profit
Style: Minimalism
Write a short summary of what happens in the digital or ambient execution or campaign.

To remind Australians and New Zealanders that Anzac Day should be shared together, we split the traditional Anzac biscuit in two and created The Half Biscuit. One half went to Australia, the other to New Zealand. As a limited-edition promo item, it was available on Anzac Day at major sporting events featuring both Australian and New Zealand teams. When you enjoyed a Half Biscuit, someone from the other side of The Tasman Sea was enjoying the other half with you.

Cultural/Context information for the jury

April 25 is Anzac Day, a day of remembrance for Australian and New Zealand Army Corps. The day is commemorated by both nations due to their history serving in conflicts all over the world together, dating back to Gallipoli in World War One. However, in recent years we’ve commemorated the day in isolation of one another. Our brief was to reignite the true meaning of the Anzac spirit and enable Australians and New Zealanders to share Anzac Day together. We needed to engage not one country, but two. So, we took an iconic symbol – the Anzac biscuit, which has been shared between Australian and New Zealand soldiers in war zones for over 100 years – and reimagined it.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze Outdoor
Limited Run Promotional Items & Printed Media
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2019
Shortlist Media
Social Behaviour & Cultural Insight
Cannes Lions International Festival of Creativity 2019
Shortlist Outdoor
Ambient Outdoor
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