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Veterans United Gives Away 11 Homes to Veterans for Veterans Day

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Performance Art New York launches #ThanksToVeterans campaign

Veterans United Gives Away 11 Homes to Veterans for Veterans Day

On Veterans Day, we celebrate the precious gift that Veterans have given to our country in service. But we don’t always recognise the value they give to our communities long after their military service is over—as business owners, coaches, teachers, farmers, and volunteers.

To honour this lifetime of dedication, Veterans United Home Loans is launching a new campaign, #ThanksToVeterans, developed to recognise both the legacy and continued service of veterans in communities across the country. To celebrate, Veterans United is giving 11 homes to 11 veterans, all paid in full and owned solely by these exceptional veterans, unlocking the happiness and stability that comes with homeownership. 

“This Veterans Day, we’re celebrating Veterans for their service to our nation and for their lifetime of service to their communities, families and fellow Veterans,” said Kris Farmer, an Army Veteran and chief marketing officer of Veterans United. “Our #ThanksToVeterans campaign highlights the countless ways Veterans continue to serve and make our communities better.”

Veterans United, joined by their agency of record, Performance Art New York, sought to reflect the critical role Veterans play in strengthening civic health, from volunteering and charitable giving to voting and community engagement. The result is a video series featuring Veterans navigating their journey to homeownership through a series of unscripted interviews in which they share their personal story of what 'home' means.   

The #ThanksToVeterans campaign shifts the traditional focus from military service to the role Veterans play in building stronger communities. Whether it’s Navy Veteran Regina teaching her children the importance of volunteering; Vietnam Veteran Jim helping to raise his grandson and instilling in him the importance of helping those in need; or Army Veteran Jonathon serving his small town in Wisconsin as the only police officer, the campaign portrays Veterans in a real and personal way.

The 60-second spot with actor and Marine Corps Veteran Rob Riggle and four of the short documentaries were shot by Emmy award-winning director Floyd Russ. The remaining two documentaries were shot by the acclaimed young filmmaker Lance Oppenheim.

The campaign includes broadcast, digital, social and display with six long-form documentaries featured on a dedicated content hub, Additionally, Veterans United will surprise four more Veterans with real-time television reveals on ABCs Good Morning America, Live with Kelly & Ryan, The Tamron Hall Show and a national late-night talk show. The 11th home will be awarded via a Veterans-only online sweepstakes. 

“Giving them a house is life changing for these Veterans, but simply treating it as a huge giveaway was missing an opportunity to say something important and overlooked about what Veterans give to their country,” said Colin Craig, ECD at Performance Art.

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Campaign Title: Thanks To Veterans

Client: Veterans United

CMO: Kris Farmer

VP Marketing Strategy: Mel Polsky

Director of Brand Implementation: Josie Zimmermann

Brand Agency Management Specialist: Haley Cape

Intern: Kylie Willet

VP Mortgage Insight; Director of Education: Chris Birk

VP Creative: David Hansen

Director of Marketing Insight: Genevieve Colman

Brand Strategy Specialist: Lauren Knudsen

UX Researcher: Erica Overfeldt

Creative Agency: Performance Art New York

Chief Executive Officer: Andrea Cook

Chief Creative Officer: Ian Mackenzie

Executive Creative Director: Colin Craig

SVP, Managing Director: Janet Thompson

SVP, Director of Business Affairs: Wilmien Blake

VP, Product: Bonnie Chung

VP, Strategy: Scott Suthren

VP, Group Account Director: Shalta Fardin

VP Account Director: Chelsea Nicholls

Creative Director: Trevor Gourley

Senior Art Director: Steve Ierullo

Senior Copywriter: Hemal Dhanjee

Copywriter: Steve Sloane

Art Director: Dick Chin

Program Manager: Kaylen Dillon

Project Manager: Sean Bryson

Producer: Adam Hughes

Producer: Joey Vaughan

Producer: Tricia Lapidario

Strategist: Gunel Sadigova

Technical Director: Quy Ngo

Media Agency: Assembly Media

Chief Content Officer: Shannon Pruitt

VP Client Service: Valarie McCubbins

Director: Kaitlyn Czajkowski

Associate Director: Shefali Mehta

Partnership Lead: Jennifer Han

Partnership Lead: Allison Doyle

Production Company: Tool

Spots: “Anthem”, “Jim”, “Regina”, “Daniel”, “Andre”

Director: Floyd Russ

DOP: David Volrath

Line Producer: Kelly Christensen

Executive Producer: Rob Sexton

Head of Production: Amy DeLossa

Production Company: M ss ng P eces

Spots: “Samuel”, “Jonathon”

Director: Lance Oppenheim

DOP: Matt Clegg

Line Producer: Brooke Gaston

Executive Producer: Kelly Martin

Head of Production: Rebecca Davis

Editorial House: Rock Paper Scissors

Editors: David Brodie, Louis-Phillipe Charette, Shelly Rose

Post Producer: Adam Parker

Head of Production: Jason Kumpata

Colorist: Mikey Rossiter

Audio House: Lime

Audio Engineer: Peter Lapinski

Executive Producer: Susie Boyajan

Music Company: Future Perfect

Composers: John Connolly & Chris James

Producer: Maxwell Gosling & Nathalie Córdoba

Categories: Charity, Corporate, Social and PSAs, Fri, 12 Nov 2021 10:37:40 GMT