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