Creative agency GUT, founded by Anselmo Ramos and Gaston Bigio, along with The Fisher House Foundation and director Tucker Walsh of m ss ng p eces have rolled out this piece timed to Veterans Day on November 11. Fisher House maintains a program that provides a “home away from home” for families of patients receiving medical care at major military and VA medical centers.

Veterans Day has long been regarded as a national holiday to honor military veterans who have served in the United States Armed Forces. However, over time, America has lost sight of its original intent, and its true meaning is often overshadowed by retail promotions and discounts, football and free food.

To remind people of the true importance of Veterans Day, GUT filmed real veterans who fought in World War II, Vietnam and Korea reacting to Veterans Day sale ads and discussing what the day means to them. Their honest reactions and responses remind us that the true spirit of Veterans Day is not for sale. This campaign, a first from GUT, aims to take back Veterans Day and honor all who have served and currently serve.

The campaign will run across Fisher House Foundation owned social channels (Facebook, Twitter, Instagram) and GUT social channels. 

“With this campaign, we want to highlight how far we have shifted the conversation away from the original significance behind Veterans Day,” said Ramos, co-founder and CCO of GUT. “We hope that by highlighting veterans’ reactions in this manner we will remind people that Veterans Day is not about the next shopping sale, but was created to celebrate and honor these heroes and the sacrifices they’ve made.” 

Credits

Client The Fisher House Foundation Agency GUT Anselmo Ramos, co-founder/chief creative officer; Gaston Bigio, co-founder; Matias Lafalla, Ramiro Gamallo, executive creative directors; Jeff Hodgson, Eli Ferrer, associate creative directors; Ricardo Honegger, managing director/producer. Production m ss ng p eces Tucker Walsh, director. Editorial Cosmo Street Editorial Lorenzo Bombicci, editor; Yvette Cobarrubias, exec producer; Idalia Deshon, producer. Online Cosmo Street Tim Miller, Flame artist; Idalia Deshon, producer. Color Apache Digital Color Steve Rodriguez, colorist; Caitlin Forrest, producer. Music MassiveMusic Tim Adams, creative director; Kiki McDaniel, exec producer; Patrick McArthur, composer. Audio Post Beacon Street Rommel Molina, mixer; Kate Vanais, producer.

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