Celebrating our work on the Australian Remembrance Foundation: Harbour Sunset Tribute
Primary is proud to announce we’ve been shortlisted for the CPRA Golden Target Awards for our work on the Australian Remembrance Foundation: Harbour Sunset Tribute.
This campaign reimagined how Australians commemorate the ANZAC tradition, on the eve of the day itself. Traditionally, remembrance has centred around the dawn service, but as the Ode reminds us, “At the going down of the sun, and in the morning, we will remember them.”
The Harbour Sunset Tribute brought new meaning to those words, introducing Australia’s first ANZAC Eve commemoration at the Sydney Opera House.
With a four-week window and limited resources, Primary’s challenge was to launch a completely new event with a new name, time, day and location, while inspiring Australians to see ANZAC Eve as a powerful moment for reflection.
We built our media campaign in the lead-up through authentic storytelling, uncovering a central emotional insight through interviews with veterans, their families and Patron Sir Peter Cosgrove.
Through a targeted and creative approach, we:
- Helped secured strategic media partnerships with the likes of the Seven Network, Sky News and The Daily Telegraph, ensuring consistent national visibility.
- Generated 152 pieces of media coverage across print, broadcast, online and social.
- Built momentum in the press through the various campaign elements to help achieve a sell-out event within two weeks.
- More than doubled audience viewership, with nearly 500,000 Australians tuning in to the televised tribute.
The Harbour Sunset Tribute demonstrated how creativity, collaboration and storytelling can achieve national impact. The campaign not only exceeded all objectives, it helped establish a new Australian tradition of remembrance.
We’re very proud of this recognition and grateful to the Australian Remembrance Foundation for entrusting us with this important work.
Congratulations to all fellow finalists.
