ASIA-PACIFIC – SINGAPORE, DECEMBER 2010 – To mark the 65th anniversary of the end of World War II, the Global Alliance for the Preservation of History of WWII in Asia has tasked Ogilvy & Mather Advertising Singapore to conceptualize a campaign that aims to put people back in touch with the past in a modern, relevant way.
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 absurd 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.
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In addition, there will be radio and out of home ads in former occupied countries such as Malaysia, Singapore, Hong Kong and the Philippines. 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.”
Added Robert Gaxiola, executive creative director, Ogilvy & Mather Advertising Singapore, “The thinking behind this effort is to present history in a way that makes you question it. 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.”
The campaign began its run at 0045 hours on December 8, 2010, the date of the Japanese invasion of Malaya and the time Pearl Harbor was attacked (0700 hours, December 7, Pearl Harbour time).
