Brand New School creates elegant elegiac spot for 9/11 Memorial

12 years after the terrorist attack that took almost 3,000 lives, a US TV spot urges people to remember and donate to the Memorial in New York.

Brand New School has produced an animated film that has been shown on US TV to bring the terrorist attacks on September 11 2001 to the forefront of people's minds – and ask them to donate $10 to the 9/11 Memorial, which is soon to open on the site of the World Trade Center in New York.

The animated spot uses simple white lines that grow, spread and duplicate to form the shape of the iconic towers. The copy and voiceover by actor Robert De Niro concentrate on the story of 9/11 as one of hope, of people standing up in the face of adversity – and the spot asks viewers to reflect on the event as well as donating.

Day to Remember is part of a campaign created pro bono by ad agency BBDO New York across print, outdoor, digital and video advertising.

US readers of Digital Arts can donate at or by texting HOPE to 80088.

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