In a new ad campaign by the 9/11 Memorial, actor Robert De Niro asks viewers to "Take a Day to Remember" Sept. 11. In a few video ads, crisp white lines dance against a blue background and form the Twin Towers as De Niro urges people to "take a day to pause ... to explore, to learn, to honor the best in humanity that overcame the worst."
Ad agency BBDO produced the moving campaign, which also includes print, outdoor and digital components, for the 9/11 Memorial and Museum pro bono. Neil Onsdorff, Senior Vice President, Director, at BBDO said when he and his team began work on the campaign in early May, they decided to use a simple animation for the ads - and they did not know that they would be joined by superstar Robert De Niro.
"Robert De Niro is on the board of the 9/11 Museum and once we showed the folks at the museum our ideas, they said this would be a fantastic opportunity for Robert De Niro to use his voice," said Onsdorff. Onsdorff and his team only learned of their celebrity guest during the first week of August. "We found out we had time with him on a Monday, and recorded with him Wednesday," said Onsdorff. "We moved quickly once we realized the impact his voice would have."
Onsdorff said the point of the campaign is to urge people to still remember Sept. 11 even 12 years later, and to not remember only the tragedies of Sept. 11, but also the hope and camaraderie that emerged immediately after. "In the video, you can see the tridents that are such a key focal point of the museum and you can see they build into the towers and dissolve out into the 9/11 logo," he said. "The overall statement is this idea of rebirth and togetherness that came on the subsequent days and months after Sept. 11."
The 9/11 Memorial and Museum is located at Ground Zero.
For more information on the 9/11 Memorial, visit: http://www.911memorial.org