Troup created an integrated campaign including tv, social and OOH to drive awareness of the exhibit.OOH features historical photos that document the military service experience of BIPOC, women, and other underrepresented groups while copy contrasts that with their treatment back at home in the U.S.
“They were awarded Purple Hearts and bronze stars but weren’t given equal rights,” reads a photo of African American soldiers of the 24th Infantry Regiment. “They broke through bunkers only to face racial barriers at home,” says another featuring a pair of soldiers from the 969th Field Artillery Battalion as they load up a bomb inscribed with a message: “Happy Easter, Adolph.” The line “They soared through clouds only to hit glass ceilings at home,” accompanies a photo of a proud pack of smiling servicewomen decked out in their military flight jackets.
“Our assignment was to make history relevant to today’s world and issues,” said Matt Dimmer, chief creative officer. “It’s interesting to see how the generations are linked by the struggle for equality and the struggle for recognition,” added Dimmer. This campaign suggests a link through history, connecting the challenges from the past to those that remain today.
“Troup’s campaign captures the essence of the Service and Sacrifice exhibition,” said Rachel Flor, executive director of the Kennedy Library Foundation, which oversees the marketing and advertising activities for the JFK Library. “From traditional print and TV to online advertising, it’s building awareness of the exhibition and driving attendance to our museum,” added Flor.
“President Kennedy saw his service experience and those of others as ‘key to our characters’,” said JFK Library Director Alan Price. “I’m excited that this special exhibit will allow those of us who have no living memory of the war to share in the diverse stories of those who served in World War II to preserve democracy at home and abroad.”
This was Troup’s first assignment for the JFK Presidential Library and Museum. The agency has previously collaborated with Intuit TurboTax, Myprotein, NoMad Hotels, Simple Mills, The North Face, SelvaRey Rum, and Hum Nutrition, to name a few.
Founder: Matt Dimmer
Founder: David Whaite
ECD: Chris Sadlier
Editorial & Motion Graphics: What’s For Lunch Media
Founder: Keith Kristinat
Motion Designer: Lexi Midkiff
JFK Library & Museum
Director: Alan Price
Vice President, Communications & External Affairs: Valerie Linson
Executive Director: Rachel Flor
Head of Marketing: Rick King