O&M commemorates WWII through a regional campaign

On 8 December 1942, the Japanese troops invaded Malaya. This year, on 8 December at 0045hrs, a campaign begins to commemorate WWII in Asia, 65 years after the war ended. The time, 0045, is also the time that Pearl Harbour was attacked – at 0700 7 December, Pearl Harbour Time.

Created by Ogilvy & Mather Advertising Singapore for the Global Alliance for Preservation of History of WWII in Asia, the campaign aims to put people back in touch with the past in a modern, relevant way.

The campaign draws attention to Japan’s attempt to rewrite history and highlights the Japanese version of history to a point of political satire.

The print campaign takes on a vintage look in the style of a typewritten letter. One of the ads features general Hideki Tojo, the wartime Japanese prime minister who was held responsible for starting War World II.

The copy is a satirical look at the way modern-day Japanese have tried to establish their version of history by depicting Tojo as a frail and courageous grandfather and not the militarist that he was.

Radio and out-of-home ads will be rolled out in former Japanese-occupied countries such as Malaysia, Singapore, Hong Kong and the Philippines. O&M has also included a social media element in the campaign by means of two Twitter accounts, which post daily tweets from two sides in order to encourage a healthy conversation about the history of the war.

The Twitter accounts serve to connect with the Southeast Asian audience, who can in turn be influencers who will amplify the Global Alliance’s cause - @ww2japan gives a sensational Japanese version of the invasion, and @ww2asia brings the allied version of the invasion.

Peter Stanik, president, Global Alliance for the Preservation of History of WWII in Asia, commented, “The one thing that we are obliged to pass on to our next generation is an accurate record of historical events. A nation which forgets the past is condemned to repeat it. One that denies it ever happened at all should be considered a war crime in itself."

He believes that the campaign is aimed at instilling 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."