The Unforgettable 2 Minutes of Salo

Publicis Groupe Benelux Eduardo Marques Chief Creative Officer Maarten Vrouwes Executive Creative Director Friso Ludenhoff Executive Creative Director Lennard Freij Art Director Sandors Wouters Copywriter Katelijn van Lieshout Business Director Bianca Koot Senior Account Manager Marc van Buggenhout Agency Producer Janneke Koning Designer Dave Fransen Design Director Stephan Schut Studio Manager Tom van den Helder DTP Djuna Kramer Journalist Public Audio Ed Meijaard Music Production Sebastiaan Roestenburg Music Composition Joep Meijburg Sound design Laurens Lammers Sound design Cake Film & Photography Ben Brand Director Jolanda de Boer Executive Producer Jesse te Buck Cake Film Producer Maxime de Smet Director of Photography Patrick Schonewille Editor Erik Demeris Filmmore Grading

On the 4th of May, at exactly 8pm, everyone in the Netherlands is being silent for two minutes to remember the victims of the WWII. But what do you think about when you did not experience the war yourself? And with the generation that experienced the war rapidly disappearing and our society becoming more diverse, it is becoming increasingly difficult to keep the memory of the Second World War (WWII) and the importance of 4th and 5th of May alive.   To inspire the younger generation of what to remember during the national two minutes of silence, we asked survivors of WWII and their relatives to share their heaviest, most beautiful, and saddest two minutes of the war. Two minutes they have never forgotten.   These are 'The Unforgettable 2 Minutes': 17 audio stories telling the personal experiences of those who’ve experienced the war. Each story lasts 2 minutes (excluding intro/outro), the exact same time the whole nation is being silent.   The campaign assets contributed to more than 450.000 plays within a few days. In addition, 'The Unforgettable 2 Minutes' were picked up by national media such as Koffietijd, NOS, and popular radio stations like Radio 5 and Sublime FM which resulted in almost 11.000.000 impressions of earned PR. But more importantly, people also started to share their own stories.   In the coming years, we will continue to collect even more Unforgettable 2 Minute stories. Not only linked to the second world war. But for every war, including the war in Ukraine. That way, we will keep the war stories alive and highlight that living in peace cannot be taken for granted.