Brief: Remind consumers about the importance of Remembrance Day by showcasing war veterans in a unique and symbolic way.
Execution: Because of the significant date in which Remembrance Day falls this year (11/11/11), we designed a visual representation of this date by using veterans to make up the numbers. This image coupled with the line, "Remember" creates a simple, respectful and memorable tribute to the soldiers that gave so much of themselves for their country. The individuals cast for the ad are actual Canadian Veterans; three from the Second World War, and three from the Korean War. The Veterans are also organised in pairs by military branch; the first pair members of the Royal Canadian Air Force, the second pair members of the Canadian Army, and the third pair members of the Royal Canadian Navy. The diversity of the Canadian Armed Forces is also represented across the six individuals, with one French-Canadian Veteran, one African-Canadian Veteran, and one female Veteran.
Advertising Agency: DDB, Toronto, Canada
Creative Directors: Todd Mackie, Denise Rossetto
Associate Creative Directors: Paul Riss, Matt Antonello
Art Director: Italo Siciliano
Copywriter: Matt Antonello
Print Producer: Rose-Ella Morrison
Account managers: Mike Prentice, Sarah Thornley
Photographer: Andrew B. Myers
Print Production House: AdRules
Retoucher: Andrew B. Myers
Printing House: Clockwork Productions