Dutch Veterans’ Day 2018: “I wear the white carnation”

“I wear the white carnation.” That is the central message of the new campaign Silo developed for Dutch Veterans’ Day. On June 30, 2018, the fourteenth edition of this annual event will take place in The Hague.

Everyone can wear the white carnation, the national symbol to show respect and appreciation for the over 115,000 military veterans in the Netherlands. The carnations are worn during Dutch Veterans’ Day and other veteran activities.

This year’s campaign focuses on important support pillars in the lives of veterans. We meet Dianne, Stefan’s girlfriend; Leo, the colleague of Afghanistan veteran Tienka; and Jelle, grandson of former marine Rene. They all wear the white carnation.

The loving bond between the veterans and the people close to them has been powerfully portrayed in collaboration with photographer Ivo van der Bent.

The event website (in Dutch) features intense veteran stories, such as that of Steffan. He has a post-traumatic stress disorder (PTSD) and has gone through very tough times. Now he is doing better, thanks to the support of his girlfriend Dianne. “I am his safe place,” she explains.

Since 2011, Silo has been responsible for the development and design of the annual campaigns and branding of the Dutch Veterans’ Day. We also consult on communication and strategy. Veterans’ Day attracts between 90,000 and 100,000 visitors each year.

View the complete case.

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