Veterans Day is Not for Sale by Gut Agency

Agency: Gut Agency
Date: Nov 2018
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Creative agency Gut, founded by Anselmo Ramos and Gaston Bigio, worked with the Fisher House, whose program provides a “home away from home” for families of patients receiving medical care at major military and VA medical centers, to launch a new ad campaign timed to Veterans Day on November 11.

Veterans Day has long been regarded as a national holiday to honor military veterans who have served in the United States Armed Forces. However, over time, America has lost sight of its original intent, and its true meaning is often overshadowed by retail promotions and discounts, football and free food.

To remind people of the true importance of Veterans Day, Gut filmed real veterans who fought in World War II, Vietnam and Korea reacting to Veterans Day sale ads and discussing what the day means to them. Their honest reactions and responses remind us that the true spirit of Veterans Day is not for sale. This campaign, a first from Gut, aims to take back Veterans Day and honor all who have served and currently serve.

The campaign will run across Fisher House Foundation owned social channels and Gut social channels.



Co-Founder, Chief Creative Officer: Anselmo Ramos

Co-Founder: Gaston Bigio

Executive Creative Director: Matias Lafalla, Ramiro Gamallo

Associate Creative Director: Jeff Hodgson, Eli Ferrer

Managing Director: Ricardo Honegger

Account: Kati McCain, Wonsik Cho

Producer: Ricardo Honegger

Business Affairs Manager: Karen Murillo


Editor: Lorenzo Bombicci

Executive Producer: Yvette Cobarrubias

Producer: Idalia Deshon


Colorist: Steve Rodriguez

Producer: Caitlin Forrest


Flame Artist: Tim Miller

Producer: Idalia Deshon


Mixer: Rommel Molina

Producer: Kate Vanais


Creative director: Tim Adams

Executive producer: Kiki McDaniel

Composer: Patrick McArthur

M ss ng P eces

Production Company: M ss ng P eces

Director: Tucker Walsh


Senior Communications Specialist: Ashley Estill

Vice President of Communications: Kerri Childress

Vice President of Community Relations: Brian Gawne

Director of Peer-to-Peer Fundraising: Gillian Gonzalez

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