Returned & Services’ Association
RSAs (or RSLs) are big in Australia but not here. It’s a shame because this is real New Zealand where you can still call a spade ‘a spade’, grab a mince pie and buy beer in jugs. Here are elements from a super low budget campaign that celebrates this uniqueness. Apart from a few press ads to communicate the new brand, most emphasis was on cheap ways to enhance the ‘RSA experience’: petitions to repeal anti-smacking laws, coaster sets celebrating surviving vets, new menus and events.
