At first glance, the Legacy Australia ad campaign appears to revolve around famous 'Star Wars' scene in which Han Solo is frozen in carbonite. Dads and husbands have been immortalized like bronzed statues for their contributions as war veterans. Yet such honors don't put food on the table, especially when these vets have been incapacitated, or worse, killed.
Conceived and executed by Clemenger BBDO, an ad agency based in Sydney, Australia, the Legacy Australia ad campaign is quite touching. It shows that statues have little to give in spite of how powerful message they send. The campaign was art directed by Dan White with creative direction by Paul Nagy, photography by Andreas Smetana and design by Tim McPherson. It reads, "Join the fight." Hopefully some do.
Bronzed War Vet Campaigns
The Legacy Australia Ad Campaign Asks People to 'Join the Fight'
Trend Themes
1. War Veterans Honored - Disruptive innovation opportunity: Develop new ways to recognize and support war veterans beyond statues and honors.
2. Incapacitated Veterans - Disruptive innovation opportunity: Create innovative solutions to help incapacitated veterans support themselves and their families financially.
3. Impactful Advertising Campaigns - Disruptive innovation opportunity: Explore creative approaches to raising awareness and inspiring action through advertising campaigns.
Industry Implications
1. Veteran Support Services - Disruptive innovation opportunity: Improve and expand services that provide support and resources to war veterans and their families.
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3. Social Advocacy - Disruptive innovation opportunity: Utilize technology and social media platforms to amplify the voices and needs of war veterans and their families.