It only happens once in a lifetime. On Remembrance Day at the 11th hour, of the 11th day, of the 11th month of the 11th year, Canadians will join in silence to pay their respects to the thousands of men and women who sacrificed their lives for our great country. To honour the courageous, DDB Canada, has donated its full resources to launch an impactful and emotional Remembrance Day campaign, which showcases war veterans in a unique and symbolic way.
Developed for the Historica-Dominion Institute, the largest, independent organization dedicated to Canadian history, identity and citizenship, the campaign was created, leveraging the unique date for this year’s Remembrance Day to increase awareness and drive donations to the Historica-Dominion Institute.
“From Vimy Ridge to their sacrifice during 1944’s D-Day invasion, Canadian men and women have selflessly fought for our freedom with their lives,” says David Leonard, president and COO, DDB Canada. “To say we’re proud to be able to work with our partners and nurture this creative initiative for such a profound cause is truly an understatement.”
A visual representation of the historic ’11/11/11′ date was created utilising veterans to represent the numbers. Comprised of six Canadian veterans, consisting of three from World War II, and three from the Korean War, the image coupled with the line, ‘Remember’ creates a simple, respectful and memorable tribute to the soldiers that gave so much of themselves for our country. In addition, the veterans are organised in pairs by military branch: the Royal Canadian Air Force, the Canadian Army, and 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.
Launching at the City of Toronto Civic Remembrance Day Service at Old City Hall, the initiative kicks off with a live visual interpretation of this image. Showcasing a commanding white background with the historic ’11/11/11′ date in the forefront, it features six cadets standing side-by-side in salute position, each forming the shape of the number ‘1.’ Above the date, the Historica-Dominion’s Memory Project logo sits alongside the word ‘Remember’.
Through the generosity of our media partners, the tribute will be featured in The Globe and Mail, via ten second tags all this week on the History Channel and prominently featured at select transit shelters in Vancouver and Toronto, courtesy of CBS Outdoor and Pattison Outdoor. Printing services have been donated by Clockwork Productions. Our friends at OMD secured the History Channel tags as well as premium space for online banner placements.
We would like to thank The Royal Canadian Legion, Veterans Affairs Canada, The Department of National Defence and the City of Toronto for their support in helping to make this initiative a reality.