Ogilvy Singapore campaign to commemorate World War II begins today (December 8th)
O&M Singapore has created a new campaign for The Global Alliance for the Preservation of History of WWII in Asia.
The creative idea behind the campaign is to distort Japan’s version of history to a point of political satire, drawing attention to Japan’s attempt to rewrite history and practice of self-censorship. The print campaign has a vintage look in the style of a typewritten letter. One of the ads features the General Hideki Tojo, the wartime Japanese Prime Minister who has been held responsible for starting War World II. The copy is a satirical look at the way modern-day Japanese have tried to embellish their version of history by depicting Tojo as a frail and courageous grandfather and not the militarist that he was.
“The thinking behind this effort is to present history in a way that makes you question it,” said O&M Singapore ECD Rob Gaxiola. “History is the voice of many, not just the victorious. We have specifically chosen the media channels to give a new generation of mobile netizens and news seeking people a voice.”
In addition, there will be radio and out of home ads in former occupied countries such as Malaysia, Singapore, Hong Kong and Manila. As well as a social media campaign using two Twitter accounts: @ww2japan (which is a sensational Japanese account of the invasion) and @ww2asia (the allied version of the invasion). The Twitter accounts, which will post daily from these two sides are to encourage a healthy conversation about the history of the war, as well as to connect with the Southeast Asian audience, who can in turn be influencers who will amplify the Global Alliance’s cause.
Commented Peter Stanik, President, Global Alliance for the Preservation of History of WWII in Asia, “The one thing that we are obliged to pass on to our next generation is an accurate record of historical events. A nation who forgets the past is condemned to repeat it. One that denies it ever happened at all should be considered a war crime in itself. This campaign is meant to instill a sense of daily relevance by putting people back in touch with our past.”
The campaign will begin its run at 0045 hours on December 8, 2010, the date that the Japanese forces had invaded Malaya. It’s also the time that Pearl Harbour was attacked (0700 hours, December 7, Pearl Harbour time).
27 Comments
Well that’s Eugene’s one campaign every two years covered ’til 2012. Now he can get back to shopping for glasses and sending out bitchy emails about how the agency needs to do more than just scammy print work.
Like anyone gives a **%^ about this now. Another pro-active effort that took months to write, art direct and was probably subsidised by real clients paying huge agency fees and receiving humdrum work in return.
What a business model.
Nice work Gax.
Good to see some work that shows a bit of creativity coming out of Singapore again. We only have DDB and Ogilvy trying at the moment.
C’mon mate, BBDO too.
Oh wait…
I like this. Well done Gax.
Can we see the agency credits for this?
Y&R are trying too, but BBDO terrible and lack leadership.
Why can’t their Tokyo office runs those campaigns? If you want to make a change, start from it’s roots. Everyone else in China, Malaysia, Singapore, HK, etc already knows the truth….don’t need to harp on it. It’s those younger generation of Japanese that you need to remind.
If you guys do that, that…I will respect and prove to be a serious effort. Not some well written campaign right in time for D&AD.
You’d think the Global Alliance for the Preservation of History of WWII would be able to build a website that didn’t look like it was built on geocities.
where’s the innovation is this? Still the same old formula……..
When will Singapore wins a Titanium Lion???
Awful stuff, nothing new just more of the same.
As if anyone in the ad agency gives a shit about WWII.
Gold!
Where are the credits CB?
Nicely done Rob
Awesome! Gold
Bundle the print campaign with OOH and radio and throws in a twitter social network, O&M Spore will get an Integrated Lions in.
Global Alliance for the Preservation of History of WWII in Asia–
It’s amazing that there is actually an institution set up just for this…what do they do all year round besides this one ad….and how are they funded?
“A nation who forgets the past is condemned to repeat it.” Peter Stanik
The original is much better: “Those who do not learn from history are condemned to repeat it” Jean Paul Sartre.
The interesting thing here is that we now have agencies who are simply content with changing history….when they should be more concerned about making history.
What funding do you need for a website? It is like ‘Friends of East Timor’. When you have an ad in search of a client, just create a fucking client. A website should do it.
This campaign is an embarassment – and is yet another example of why CD’s in the UK and the US think anything and anyone coming out of Singapore is a joke.
Back in Neil French’s and Jim Aitchison’s day, this had a place. THAT WAS 20 YEARS AGO!
Gold! Gold! Gold!
At least they try. Nothing to brag about in asia anymore. Keep trying guys!
The copy makes great narrative for a History Channel documentay.
Definitely a metal!~
Credits?
The problem is Japan’s attempt to rewrite history and practice of self-censorship. So, why are you telling the rest of the world the facts when we already knew about it? It’s the young Japanese that you have to educate and this campaign is not doing that.
Personally I`find this ad campaign dispicable, the Global Alliance who claim to be the holy grail on World War 2 for one have their facts incorrect. Japan has been and still are paying out for World War 2. Also is it not the victors of war that write the history – this ‘holier than thou’ organisation should research its own country’s history, and recent history at that.
Japan needs to acknowledge their wartime guilt. Instead of paying off the various Asia governments, Japan needs to pay the victims of their atrocities and their families. Otherwise, this will never go away. The blood in the ground will cry out against Japan.
you all have to know that its not only Japan who distort history. look at China. they dont even teach real history in classes.