LIDA Australia, the customer engagement specialist business within the M&C Saatchi Group, has released its latest work for the Naval Association of Australia (NAA).

The campaign, ‘Reflections’, marks this year’s Remembrance Day with three print ads, website homepage redesign, Facebook animation and Instagram content recognising the service of former sailors, while paying tribute to the current fleet of the modern Australian Navy.

Separate from the Navy, the NAA is the foremost naval ex-service organisation in Australia. The organisation exists to look after the interests of both serving and former sailors.

Russell Pettis from the NAA said: “Remembrance Day is a day to pay tribute to the sacrifices made by our service men and women both past and present.

“This year, the NAA with LIDA, has developed three print ads to remember not only the service of former sailors, but also to pay tribute to the current fleet of the Royal Australian Navy.”

Rich Donovan, creative director at LIDA Australia, said: “Australia’s current service men and women are constantly being deployed for long periods of time in war zones far from Australian shores. The Royal Australian Navy is no exception.

“This idea accurately matches the current ships of the Royal Australian Navy fleet with former Australian war ships of the same name or class.

“The powerful illustrations demonstrate the idea being that the sacrifice and duty of former servicemen and women is reflected in the service of today’s modern Navy.”

CREDITS

Agency: LIDA Australia

Managing director: Victoria Curro

General manager: Brendon Harrington

Creative director: Richard Donovan

Creative/design director: Domenic Bartolo

Senior copywriter: Janet Evans

Software engineer: Ticiana Andrade

Senior integrated producer: John Pannocchia

Creative services manager: Fleur Farrington

Client: Naval Association of Australia

National president: Commander Terry Makings AM RAN Retd.

National secretary: Commander Peter Cooke Russell RAN Retd.

Media partner: White Ensign Magazine

Magazine editor: Russell Pettis FAIM

Sub-editor and designer: Darren Rush

Sub-editor and designer: Trish Dollisson