The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Experiential & Immersive

Remastered Memories

Agency Wunderman Thompson Canada / Toronto + True Patriot Love Foundation / Toronto

Client True Patriot Love Foundation


Craft / Use of Technology

Annual ID


About the Work

CHALLENGE: As time goes on, our knowledge of the past fades from memory. Throughout our history, we’ve asked soldiers to bravely fight wars abroad, but they’re losing the fight for relevance at home. Today, a quarter of Canadians under 45 don’t see the importance of Remembrance Week. As we’ve lost soldiers to age, service and suicide, their acts of bravery are being lost along with them. We needed to help keep their memories alive and find a new way to make their acts of service and sacrifice relevant to a new generation of Canadians. INSPIRATION: Even as time marches forward, there’s one place where veterans’ memories live on: in the letters they wrote from the front lines. However, these letters are often sealed away or kept behind closed doors, and their words largely go unread. We wanted to find a way to put these overlooked memories on display by turning them into something new and unignorable. IDEA: For the first time, we unearthed real soldier’s letters from the archives and had them read by an image-generating platform, turning each letter’s words into a unique work of art. Using artificial intelligence, we generated a series of paintings powered by the vivid descriptions of the actual sights, sounds and emotions soldiers experienced first-hand during World War 1, World War 2, Korea and Afghanistan. Each piece paints a fuller picture of each soldier’s service and sacrifice, helping preserve their memories for generations to come. GROWTH: To date, the project has received earned media coverage on broadcast news as well as media outlets across North America and Europe. In addition, the campaign quickly received donated media placements across Canada, including a national newspaper print placement and out-of-home boards throughout Toronto, Montreal, Vancouver and Calgary.

2023 Awards

Total Points: 3




Wunderman Thompson Canada / Toronto

Client / Brand

True Patriot Love Foundation / Toronto

Music / Sound Production Company

Pirate Audio / Toronto

Media Distribution Company

GroupM / Toronto

Chief Creative Officer

Ari Elkouby
Nick Booth


Eric Thompson

Account Director

Mike Davidson

Design Director

Mike Butler

Global Chief Creative Officer

Bas Korsten
Daniel Bonner


Luke Johns

Senior Integrated Producer

Iris Savage

Associate Creative Officer

Jose Rivas
Kyle Carpenter

EVP, Managing Director

Scott Miskie

Executive Integrated Producer

Jennifer Cotton

North American Chief Creative Officer

Tom Murphy

Senior Director, Brand Strategy & Communications

Sarah May Barker

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