Remembrance Day leaves a momentous mark

The Historica-Dominion Institute launches a campaign, created by DDB, which plays on today's unique date.
TSA

This morning’s moment of tribute is a little more significant than previous ones.

Every year at the 11th hour on the 11th day of the 11th month we remember the men and women who died in the line of duty. What makes this particular Remembrance Day momentous is the unique sequential falling of the numbers in today’s date – 11/11/11.

In acknowledgement of the once-in-a-lifetime moment, the Historica-Dominion Institute, a national charitable organization focused on  Canadian history, launched a campaign with the help of award-winning creative agency DDB.

For the creative, three Canadian veterans from the Second World War and another three from the Korean War were placed in the formation of the date (with the addition of slash symbols) and set against a blank white canvas.

“The team [at DDB] believed that utilizing real veterans provided the authenticity required to make this initiative truly meaningful,” David Leonard, national president and chief operating officer, DDB Canada tells MiC. “[And] who better to salute their comrades-in-arms but actual veterans.”

The 100% donated campaign includes ads placed by media agency OMD in the Globe and Mail, on Pattison and CBS Outdoor transit shelters in Toronto and Vancouver, on the History Channel as ten-second close captioning tags and online through the Olive Network and on Canada.com.

Today at the 11th hour during the civic service at Old City Hall in Toronto, the creative was brought to life as cadets from the Historica-Dominion Institute created a live visual representation of the print tribute, says Leonard.

“Cadets [in particular] were requested because it represents an interesting generational link between today’s youth and those who have served,” he adds.