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Outdoor
Holocaust Memorial Day Trust: Remembering The Past For a Better Future, 1
Major outdoor advertising sites across the UK, including the Piccadilly Lights, are being given over to recognise Holocaust Memorial Day today, which marks the 80th anniversary of the liberation of Auschwitz-Birkenau, the biggest Nazi death camp. In a striking campaign by the Holocaust Memorial Day Trust (HMDT) and its agency partner, St Luke’s, the focus for 2025 is 'Remembering the past for a better future.' The creative idea is based around a simple photograph of a real-life grandfather and granddaughter, whose hands come together to cradle a candle which – as well as being HMDT’s symbol – provides a universal emblem of peace and remembrance. The campaign was inspired by the knowledge that the 80th anniversary is likely to be the last milestone year where Auschwitz survivors are able to share their testimonies first-hand. As a result, the need for younger generations to keep their memories alive is more important than ever. It was shot by renowned portrait photographer James Day, who provided his services pro bono. Ocean Outdoor and JCDecaux worked in partnership with HMDT to ensure widespread coverage across their OOH spaces.
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