The average Canadian sees up to 10,000 marketing messages a day. Canada’s biggest outdoor advertising provider is inspiring advertisers to “go dark” on November 11 with two minutes of silence to honor Remembrance Day and the bravery of veterans and soldiers.


The average person is exposed to up to 10,000 messages a day, so how could we use advertising in a powerful way to compel Canadians to take two minutes to honor the sacrifices of soldiers and veterans on Remembrance Day?

With the power of a unified message featuring the enduring Remembrance Day motto “Lest We Forget” along with a remembrance poppy, we'd break through the noise of people's daily lives as a poignant reminder on the eleventh hour, of the eleventh day of the eleventh month

Wunderman Thompson Canada and our partners GroupM Canada and the Royal Canadian Legion collaborated to darken advertising billboards and screens across Canada as a gesture of respect for the 117,000 Canadian soldiers who fought and fell in service of their country. This provocative blackout campaign is a bold reminder of the importance of taking a break as a sign of respect, no matter where you are at 11:00am on Remembrance Day.

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