Magazine article Marketing

Directwatch: The Royal British Legion - 'D-Day'

Magazine article Marketing

Directwatch: The Royal British Legion - 'D-Day'

Article excerpt

Can I be serious for a minute? No, I mean really serious. If there's one thing that all these 60th D-Day commemorations have made me feel, it is how lucky we all are. How easy our jobs are. How sheltered we are. How safe.

For most of us, our biggest worry is the monthly mortgage payment. Occasionally, as a creative, I might have a great idea blown out - but the guys on the Normandy beaches were getting their legs blown off. Or their shoulders.

Or losing an eye. They were doing their jobs and in a split second their young lives could be snuffed out.

I'll stop now. You see, writing a critique for a mailing on a subject such as this isn't straightforward. The tune played here is a familiar one, but stirring all the same. The creatives handled the well-trodden emotional high ground with clarity and, above all, dignity. Dignity runs all the way through this piece. It's on the faces of the heavily decorated heroes on the envelope. It is a nice touch to shoot them from waist height and display them vertically on the envelope - it gives them more, well, dignity.

Another strand that pulls the contents together is another word beginning with D: dozen. …

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