Cannes Lions

U.S. Air Force Gold Star Families

GSD&M, Austin / UNITED STATES AIRFORCE / 2019

Film
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Overview

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Credits

OVERVIEW

Background

The Air Force had just begun a program giving Gold Star families more and easier access to Air Force bases. Visiting is part of a never-ending grieving process. Tactically, we wanted a video letting the families know about the program and reminding Airmen at gate security to watch for the new Gold Star base pass. Emotionally, we wanted to remind each Airman to embrace these families as if they were their own mothers, daughters, husbands, fathers or sons. That they could offer hugs and comfort that their fallen brothers and sisters could not. To welcome these families and honor their sacrifice every time they came across the gates of a base.

Execution

There’s a never-ending grieving process for United States Air Force families who’ve lost loved ones in combat. They’re called Gold Star families. This film is narrated by a Gold Star wife with children currently serving in the military. Her husband’s coffin is pictured about halfway through.

Gold Star families don’t stop being Air Force families. In this film, we encourage them to visit bases and remind current Airmen to embrace these families as their own. The Air Force never forgets the sons and daughters, fathers and mothers, husbands and wives who died for their country. And it’s important for these special families to know that they are not forgotten.