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About Sands
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About Sands of Gallipoli
The idea for annual Sands of Gallipoli commemorative collections was born after Canberra based Managing Director of BrandNet, Stephen Davie, enjoyed an afternoon with Australia's last surviving Gallipoli ANZAC, Alec Campbell in early 2002. Over a slow malt whisky in Alec's lounge in Tasmania, the pair discussed Alec's desire to connect future generations of Australians to the memories of Australia's wartime history and service.
"After talking with Alec I knew we needed something very tangible to connect people to the Gallipoli story, said Stephen. People needed to be able to embrace Gallipoli - to feel close to the place where Alec and his mates gave their innocence so that we could have the kind of society we have today."

"Alec didn't glorify his Gallipoli campaign but he appreciated the legacy had grown to become a major part of who we are as Australians. I wanted to capture this in a way that respected both the reality of the campaign - the absolute horror that it must have been, but also somehow to acknowledge respectfully and gratefully, the sacrifices made."

Working with communications consultant Ian Paterson, Stephen spent weeks exploring options to make Gallipoli real for current and future generations. "One evening Ian and I decided to imagine that morning on April 25 1915 and what those first soldiers might have felt. We imagined pulling to shore in oar driven boats not knowing what lay ahead. When did the gun fire start? How close where the Turkish rounds whistling down from perfect vantage; imagine clambering out of tall boats into the water's edge and confronting the open beach. Imagine the blokes in those first landing boats running for their lives in full kit on the heavy beach sand."

"It was the idea that the sand itself was in cohorts with the Turkish that lead us to focus on the beach. We pretty much looked at each other and said SAND! That was the link. The heavy sand was for most the first step into months of hell. Sands of Gallipoli was created."

On May 16, 2002 Alec Campbell passed away. Our last ANZAC was gone. Today Sands of Gallipoli is how we can share the spirit. Sands of Gallipoli is dedicated to Alec and his mates - the diggers who inspired a nation.

The sand for our collection was respectfully collected from the landing sites at ANZAC Cove. The sands were dried and then hand screened to achieve consistent grain size. Once sorted, the sands were sealed and shipped to Australia. The permit to import the sands into Australia was provided by the Australian Quarantine and Inspection Service (AQIS). The sand is securely stored in the national capital.

Each year the team behind Sands of Gallipoli investigate themes for the following year's collection. Because of the historical significance of each collection the team works closely with recognised military historians to make sure all information gathered and presented is factual and is provided in context of the Gallipoli history.

With the theme decided the design team set about creating images and commemorative pieces that will stand the test of time, both as collectables and as inspirational pieces people can embrace as they remember the ANZAC story.


The 2004 campaign was a great successful with the combined efforts of RSL - Queensland Branch, Rowland Communications Group and Market Link Solutions.
The campaign won the following awards,

1. Public Relations Institute of Australia: National Gold Award for marketing communications
2. Public Relations Institute of Australia: Queensland Gold Award for marketing communications
3. Public Relations Institute of Australia: Queensland Gold Award for overall award for excellence

In September 2005 the Sands of Gallipoli recieved two awards at the ACT Australian Marketing Institute 2005 National Awards for Marketing Excellence.
The awards were;

1.Winner, New Product/Service
2.Winner, Marketing Communications