Photo courtesy DDB Canada
The Historica-Dominion Institute revealed a ‘live’ billboard at Toronto’s Old City Hall during the city’s Remembrance Day service, as part of a campaign to increase the public’s awareness of war veterans and their stories.
Six cadets stood side-by-side in front of a billboard and saluted, forming an image of the date, 11/11/11. Flanked by a poppy pin icon and the word ‘Remember,’ they recreated a concept originally designed as a print ad and carried across transit shelter ads, online banners and closed captioning on the History Channel.
Historica-Dominion, a not-for-profit organization, created the campaign with the donated efforts of ad agency DDB Canada’s Toronto office and the approval of the Royal Canadian Legion, Veterans Affairs Canada and the Department of National Defence (DND).
“We’re proud to be able to work with our partners and nurture this creative initiative for a profound cause,” says David Leonard, DDB’s president and chief operating officer (COO).
The campaign supports Historica-Dominion’s Memory Project, an educational program that connects veterans and Canadian Forces (CF) personnel with students across the country. The print ad featured actual Canadian Army, Navy and Air Force veterans from the Second World War and the Korean War.
