Telstra Legacy Songs Badge
Legacy, an Australian charity focusing on the the families affected by the death of soldiers, has just finished running Legacy Week in Australia. The week includes Badge Day, on which volunteeers sell simple badges on the street to raise money and awareness. This year those buttons come equipped with headphones and a playlist. Sydney advertising agency Droga5, with support from Telstra, turned the badges into Mp3 players loaded with songs dedicated to the memory of those who lost their lives in service for their country. Legacy collaborated with eight different labels and recording groups and the artists themselves and have put thousands of song “badges” on sale. The badge, sold online at Facebook, sells for $15 with all proceeds going to Legacy. A virtual badge featuring tracks from Telstra’s own online music store BigPond music can also be downloaded for $10.
The Legacy Songs badge, on sale for $15, features songs from Jimmy Barnes (No Second Prize), The Herd (If I was Only 19), Art vs Science (Friend in the Field), Boy & Bear (Rabbit Song) and Powderfinger (Nobody Sees).
The Herd donated their cover of the Redgum classic, “I was only 19” to The Badge, dedicated by Vickie Barnes, Legatee. Taksuet and Urthboy from the Band explain. Click on the image below to play the video in YouTube (HD)
The Herd talk about their passion for the project in this short video. Click on the image below to play the video in YouTube (HD)
Click on the image below to play the 2011 Badge commercial video in YouTube (HD)
The Legacy Songs Badge campaign was developed at Droga5, Sydney, by executive creative director Duncan Marshall, creative director Steve Jackson, senior art director Andy Fergusson, senior writer Chris Berents, creative technologist Andrew Knott, producer Anthony Martin, business directors Dannika Coleman, Naren Sanghrajka, director/photographer Simon Harsent. Digital production was done at Pollen. Media was managed by OMD. PR was handled by Pulse Communications.