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United through conflict

Last month saw the launch of our latest work for IWM, a brand campaign to mark the reopening and £3 million transformation of the American Air Museum at IWM Duxford.

Based in the historic air base and working airfield of IWM Duxford, The American Air Museum tells the story of the collaboration between Britain and The United States in 20th and 21st-century conflict. As well as housing the best collection of American aircraft on display outside North America, this newly transformed exhibition tells the personal stories of the men and women whose lives were touched, changed and intertwined through war. Told through personal accounts and multiple perspectives, it’s the tale of two nations brought together through war, loss, love and duty.


At the heart of the 'United through war' campaign is the unique relationship which Britain and America have forged during conflict. Putting people at the heart of the campaign, authentic archive photography is combined and over-laid in a montage imagery styling. The creative execution highlights how the lives of these men and women will be forever connected with this historic air base and the aircraft that flew here.

Creative Director Karen Hughes explains “The role of IWM is to challenge people to look at conflict from different perspectives, encouraging a deeper understanding of the causes, course and consequences of war and its impact on peoples’ lives. Therefore, what better way to tell the story of American air power and its role in modern day conflict than through the eyes of the people whose lives were shaped by it.”

85 personal stories are told throughout the exhibition, ranging from the engineers who worked on the planes, the pilots who flew them and the war brides who married American servicemen during the war. The stories are told from contrasting perspectives, giving a rounded view of the consequences of war.


Strategy Director Claire Rigby explains “Personal stories and recollections are a powerful way of connecting modern audiences with past conflicts. By focusing on the human side of war the Museum can appeal to both traditional air enthusiasts, as well as audiences interested in discovering more about the varied and significant impact of the US-UK relationship on people and society in general”.

“Through their work with us on the launch campaign for the transformed American Air Museum at IWM Duxford, True North have creatively and successfully encapsulated the concept of two nations united through their experiences of war.” Says Penny Hamilton, Head of Brand & Marketing Imperial War Museums

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