William Meerholz Creative Director


The South African War Museum is about more than soldiers, weapons and violence. Exhibitions also focus on the impact war has on ordinary people. To raise awareness about the 'other' side of war, we developed a poster campaign targeting gun-lovers at shooting ranges across Johannesburg. Unsuspecting visitors to the shooting range could live out their war fantasies by shooting at soldier-themed targets. When they got a target poster back, and turned it over, they were shocked to discover that they had inadvertently also shot an innocent civilian. The back of each poster featured a historical photograph of an actual casualty from one of the biggest wars of the 20th century: World War 1, 2 and the Korean War. In each case, there were more civilians killed or wounded in the crossfire than soldiers.

Date created: January 2014 2014-01-01T00:00:00+0000
Date published: 21 February 2017 2017-02-21T08:38:11+0000


Cannes Lions - Shortlist
Creative Circle Award - Gold
D&AD Award - Nomination
Loeries - Bronze


  • Ditsong war museumClient

The other side of war


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