On Yom HaShoah, Holocaust Remembrance Day, we gather in ceremonies to remember the millions murdered.
Each year, fewer and fewer survivors are left to tell their stories. Each year, fewer and fewer gather to hear them.
We were tasked to bring a younger audience to the official Yom HaShoah ceremony.
We asked: how could we revive the urgency of ensuring their memory does not fade within the noise of our busy lives?
In a Jewish house of mourning, we cover all the mirrors. This ensures we focus on our loss and not ourselves.
We forget the day-to-day world that fills our days and stop to recognise the new void in our life.
To promote Yom HaShoah 2017, we covered mirrors in schools, community centres and synagogues – shifting the viewer's gaze to our massive collective loss. In print, we salvaged printers' over-runs and covered the noise with layers of thick black ink to create posters and booklets for the memorial service.
Made with love at Mama
Executive Creative Director:
Laurence Horwitz
Art Directors:
Vanessa Coskey, Alexis Sirakis, Mishka Naidoo
Copywriters:
Nicola Rossi, Heidi Hurwitz, Gabriela Demby
Account Director:
Alexa Scola
