While watching the latest Shots reel last night (yes, that is what Crowe and I do on Friday nights), I came across this great VB campaign from Droga5 Sydney. The campaign, called Raise A Glass Appeal, features five people who tell stories of their friends and family that they've lost as a result of war. Featuring 5 spots and a microsite, VB created a fund with the goal of raising $1 million dollars for the Returned and Service League of Australia. To date, they have already raised $1.1 million.
The second I watched the 2 minute spot on the microsite, I was impressed. Not simply because they are extremely emotional, superbly edited and real, but because VB stands for something. It has a point of view. It wants to help and raise awareness for the lost soldiers of Australia. And it does so without telling the viewer that they are the only brand that cares. Just take a look at the ending supers:
Raise a glass. For our fallen mates.
These spots mean something - not just to the people who have lost someone, but to everyone who supports a common cause. As someone with a good friend in the Army, VB instantly resonated with me. And Droga5 did it again.
The microsite experience is simple and straightforward. It lets anyone share their stories (or memories) and aside from the inability to embed the spots, it's a nice site.
As a whole, the campaign makes me think of people who matter to me. And the next time I'm in Australia, I guarantee that I'll think of VB the next time I order a pint. The marriage of a true insight with a brand is often fumbled. VB hits the mark.
Watch the full length spot.