Legacy Australia: Kitchen

For families of veterans, the battle goes on.

Advertising Agency: Clemenger BBDO, Sydney, Australia
Executive Creative Director: Paul Nagy
Art Director: Dan White
Copywriter: Rees Steel
Agency Producer: Henry Welch
Photographer: Andreas Smetana
Designer: Tim McPherson
Stills Producer: Natalie Loveridge
Account manager: Alexandra Davis

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5 comments

eins-eins-null's picture
eins-eins-null
867 pencils

i don't get this whole campaign. what is that statue-thing? an image of the kids mind? then we're not talking about veterans, but of fallen soldiers. a traumatized veteran? then why is he bronze like a monument? either no sense or really hard to get it.

danielchapman's picture
danielchapman
292 pencils

It's pretty obvious to me.

We commemorate fallen soldiers with bronze statues, and we move on... but left behind are children without fathers. These print ads are replacing typical father situations with bronze statues. It's clever.

eins-eins-null's picture
eins-eins-null
867 pencils

that's what i thought first. but then, as i wrote, they're talking about veterans. veterans are the soldiers that SURVIVE the war. so again, no sense..?

Captain Mazda's picture
Captain Mazda
110 pencils

I agree with you, it's not a very clear message. I guess it could also mean a traumatized soldier will seem like he's not really there anymore, he may as well be a memory of the person he used to be (ie. a statue)

danielchapman's picture
danielchapman
292 pencils

Good point, but it works just as well with surviving soldiers. The ones that didnt make it home are commemorated with statues, but what about the ones that didnt?

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