Visit Flanders

The Mud Soldier

Agency: Ogilvy


1917. Flanders Fields. Battle of Passchendaele. The incessant rain turned the craters and trenches into deadly mud traps where many men and horses drowned. The battle is one of the deadliest battles of WWI, killing more than 500,000 soldiers in just over 3 months. To highlight this collective sacrifice, Visit Flanders unveiled The Mud Soldier: an ephemeral statue sculpted with sand and mud taken from Passchendaele, that slowly dissolved as it was exposed to rain. A reminder of all those soldiers that disappeared by drowning in Flanders Fields. It also reminds us that their memory lives on.

This professional campaign titled 'The Mud Soldier' was published in Belgium in July, 2017. It was created for the brand: Visit Flanders, by ad agency: Ogilvy. This Ambient medium campaign is related to the Hospitality, Tourism industry and contains 5 media assets. It was submitted over 5 years ago.


Advertising Agency: Ogilvy & Social.Lab Brussels, Belgium
Creative Director: Mathieu Cardon
Art Directors: Sebastien Stevens, Gauthier Fairon, Arnaud Gerats
Copywriters: Bill Bilquin, Raphaël Allegro


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