Kitchen

Campaign
Agency Network: 
Published/Aired: 
September 2013
Legacy Australia:  Kitchen

Description

Print advertisement created by BBDO, Australia for Legacy Australia, within the category: Public Interest, NGO.

Caption

For families of veterans, the battle goes on.

Advertising Agency: Clemenger BBDO, Sydney, Australia
Executive Creative Director: Paul Nagy
Art Director: Dan White
Copywriter: Rees Steel
Agency Producer: Henry Welch
Photographer: Andreas Smetana
Designer: Tim McPherson
Stills Producer: Natalie Loveridge
Account manager: Alexandra Davis
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Highest Rated

Captain Mazda's picture

I agree with you, it's not a very clear message. I guess it could also mean a traumatized soldier will seem like he's not really there anymore, he may as well be a memory of the person he used to be (ie. a statue)

Captain Mazda
Activity Score 116
Art Director |

www.captainmazda.com

eins-eins-null's picture

i don't get this whole campaign. what is that statue-thing? an image of the kids mind? then we're not talking about veterans, but of fallen soldiers. a traumatized veteran? then why is he bronze like a monument? either no sense or really hard to get it.

eins-eins-null
Activity Score 894
Copywriter
danielchapman's picture

It's pretty obvious to me.

We commemorate fallen soldiers with bronze statues, and we move on... but left behind are children without fathers. These print ads are replacing typical father situations with bronze statues. It's clever.

danielchapman
Activity Score 292
eins-eins-null's picture

that's what i thought first. but then, as i wrote, they're talking about veterans. veterans are the soldiers that SURVIVE the war. so again, no sense..?

eins-eins-null
Activity Score 894
Copywriter
Captain Mazda's picture

I agree with you, it's not a very clear message. I guess it could also mean a traumatized soldier will seem like he's not really there anymore, he may as well be a memory of the person he used to be (ie. a statue)

Captain Mazda
Activity Score 116
Art Director |

www.captainmazda.com

danielchapman's picture

Good point, but it works just as well with surviving soldiers. The ones that didnt make it home are commemorated with statues, but what about the ones that didnt?

danielchapman
Activity Score 292
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