"Melting Soldier" statue marks 100 years since WW1 battle

“I died in hell. They called it Passchendaele. … I fell into the bottomless mud, and lost the light.”
This description of a Belgian battlefield by British soldier and poet Siegfried Sassoon has long been synonymous with World War I’s Battle of Passchendaele, which began in July 1917 and lasted nearly four grueling months.
This week, tourism agency Visit Flanders continued its five-year World War I commemoration program with a poignant reminder of Passchendaele, a nightmarish conflict marked by seemingly endless rain, inescapable mud and astonishing loss of life—475,000 soldiers were left wounded, dead or missing in action.
“The Melting Soldier” is a statue placed on display in London’s Trafalgar Square this week, but it won’t last much longer. The temporary art installation was created from sand and mud by artist Damian van der Velden and conceived by Ogilvy & Social.Lab Belgium. Since being unveiled Tuesday, it has gradually been dissolving in the summer rains.
“I was trying to get the emotional or exhausting feeling that the solider has to have at that moment,” van der Velden said of her creation.
Passchendaele, also called the Third Battle of Ypres, is one of history’s most debated conflicts, due to questions that have endured for a century about the campaign’s strategic value and atrociously high mortality rate. At the time of the battle, much of the war effort was centralized in Flanders, with roughly 40 percent of German divisions, 60 percent of British units and all forces from Australia, New Zealand and Canada committed to Passchendaele.
Early in the campaign, Flanders saw some of its heaviest rain in decades, creating thick mud deep enough to drown men and horses and further bottlenecking a combat zone that was already only a few miles wide. The result was a staggeringly high mortality rate for both sides amid nightmarish conditions.
Via: Ad Week

Fifth Lion Unveiled in Trafalgar Square Highlights That ‘Time is Running Out’ For African Lions

As part of TV channel Nat Geo Wild’s Big Cat Week, a fifth lion sculpture has been added to the four already in place at Trafalgar Square, London. The installation, made of more than 500 clockwork parts, aims to communicate that ‘time is running out’ for Africa’s wild lion population.

The sculpture will remain in Trafalgar Square for a limited time, after which it will be auctioned off to raise money for the Big Cats Initiative.

According to this on, Lions were last month added to the endangered species list, with a drastic population decline of nearly 50% in the last twenty years.  The current population estimated is to be as low as 20,000 in the wild.

Agency Premier is working with National Geographic to stage the stunt, while Sketch Events created the sculpture. The lion follows Premier’s previous ‘T-rex autopsy’ work for the TV channel, which was featured on PRexamples here.

Via: PR Examples