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BROTHERHOOD FDNY
OGILVYINTERACTIVE , New York / AMERICAN EXPRESS / 2002
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CampaignDescription
Brotherhoodfdny.com was created in just four weeks. It was designed to showcase and promote the sale of Brotherhood, a book dedicated to the fallen 343 firefighters who have their lives on September 11. To create a respectful environment in which to view the images within Brotherhood, the site's overall aesthetic is soft, non-intrusive, inviting. Sweeping motions, the fading in and out of pages, etc help in achieving this. One nuance in particular is the sound of bagpipes that accompanies the scrolling list of 343 names, each one representing one of the fallen firefighters for whom the book and site are dedicated. The copy is penned in similar voice and tone of the book and explains why it exists, where/to whom the proceeds will go, and what can be found within brotherhoodfdny.com. Like the book, the site also offers six sections. It's here where visitors can view the images and reflect upon that horrific day. Brotherhood has made more than $2 million for the Twin Towers fund and the Family Assistance Project of the FDNY. Today, it continues to give back, in some small way, to those who gave so much. Brotherhoodfdny.com will remain operational as long as necessary.
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