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.

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.

The Anzac biscuit has remained untouched for 104 years. We took one of the most recognisable icons in Australia and New Zealand – the Anzac biscuit – and turned it into a shared out-of-home experience that transcended location, age, race and religion. The Half Biscuit became a new symbol that made people rethink what Anzac truly means, in a way that was respectful of its heritage. The Half Biscuit didn’t just capture the attention of one nation. It brought two countries together. Because no matter where you were on Anzac Day, you could share a biscuit with someone from across the Tasman Sea.