Ogilvy brings war heroes to life in tribute campaign

Ogilvy Montreal is paying tribute to the bicentennial of the War of 1812 for its client Department of Canadian Heritage with a series of cinema, TV and web ads designed to bring the action heroes of the war to life. The creative turns the spotlight on four of the war’s heroes – Laura Secord, Charles […]

Ogilvy Montreal is paying tribute to the bicentennial of the War of 1812 for its client Department of Canadian Heritage with a series of cinema, TV and web ads designed to bring the action heroes of the war to life. The creative turns the spotlight on four of the war’s heroes – Laura Secord, Charles de Salaberry, Isaac Brock and Tecumseh.


The English and French clips tell the story of the fight for Canada using in-your-face close-ups and a dramatic musical backdrop reminiscent of a blockbuster movie trailer. “It’s the same stylistically as in movie trailers, with the key players integrated into the story line,” explained Martin Gosselin, partner, vice-president and creative director at Ogilvy.

Ogilvy worked with a team of historians for the process that lasted a couple of months so that historical accuracy was preserved. “Both the production house and our client had historians to help with elements like clothing style and the heroes’ dialogue, which had to be validated,” said Gosselin.

“The process of casting and finding the right props was long,” said Linda Perez, vice-president, and managing director, Ogilvy. “But the client loved the creative and has received a lot of compliments.”

The War of 1812 campaign includes 60-second cinema spots, 30-second cut-down TV spots, banner ads and a magazine ad. Ogilvy developed the campaign’s visual identity as well as a War of 1812 mobile app that describes the heroes of the war and contains interesting tidbits of information for history buffs.

“It’s not every day you have a chance to work on a spot from that era. Everyone was excited – it’s Hollywood,” added Gosselin.

The campaign launched in cinemas on June 22 and various other elements will be phased in during the Olympics.

Brands Articles

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

Milk West and DDB launch animated webseries

No hard sell, just a milk carton and his buddies

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Most chief marketers feel underpaid: CMO Council report

Smart alliances and digital skills key to CMOs' salary

Interbrand opening ‘corporate citizenship’ office in Canada

Move reflects Canadians' heightened interest in social values and the environment