Veterans United Home Loans Celebrates Veterans with #ThanksToVeterans | Clapboard Ad Archive

Thanks To Veterans

Description

In 2021, Veterans United Home Loans launched an impactful campaign, #ThanksToVeterans, developed by the ad agency Performance Art, to honor the ongoing contributions of Veterans beyond their military service. Released in the United States during November and aligned with Veterans Day, this film medium campaign within the Finance industry features seven media assets that collectively highlight the enduring dedication Veterans bring to their communities as business owners, coaches, teachers, farmers, and volunteers. Recognizing the invaluable legacy and continued service of these individuals, Veterans United Home Loans celebrates this lifetime of commitment by gifting 11 homes—fully paid and solely owned—to 11 deserving Veterans. This gesture not only honors their sacrifices but also unlocks the stability and happiness that homeownership can offer, reinforcing the brand’s commitment to supporting the Veteran community in a meaningful way. The campaign leverages authentic storytelling to connect emotionally with its audience, fostering deep appreciation for the selflessness Veterans demonstrate both in and out of uniform. By celebrating Veterans' multifaceted roles in society, #ThanksToVeterans strengthens communal bonds and positions Veterans United Home Loans as a brand that truly values and invests in the lives of those who have served, effectively combining purpose-driven messaging with impactful finance industry relevance.

Credits

Client

Veterans United Home Loans

Agency

Performance Art

Chief Executive Officer

Andrea Cook

Chief Creative Officer

Ian Mackenzie

Executive Creative Director

Colin Craig

Svp

Janet Thompson, Wilmien Blake

Vp

Bonnie Chung, Scott Suthren

Account Management

Shalta Fardin, Chelsea Nicholls

Creative Director

Trevor Gourley

Art Director

Steve Ierullo, Dick Chin

Senior Copywriter

Hemal Dhanjee

Copywriter

Steve Sloane

Program Manager

Kaylen Dillon

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Campaign Proposition

The "Thanks To Veterans" campaign by Veterans United Home Loans centers on recognizing the enduring contributions of military veterans beyond their service in uniform. Rather than focusing solely on traditional patriotic themes, the campaign highlights veterans' ongoing roles as vital members of their communities—such as entrepreneurs, educators, and volunteers—thereby expanding the narrative of service into everyday civic engagement. The brand proposition is rooted in acknowledging this broader legacy of dedication while offering a tangible benefit: homeownership that symbolizes stability and appreciation for veterans’ sacrifices. By gifting fully paid homes to 11 veterans, the campaign concretizes the promise of delivering security and happiness, reinforcing the emotional and financial value Veterans United purports to provide. Strategically, the campaign leverages the cultural significance of Veterans Day to tap into a moment of national reflection and gratitude, ensuring resonance with both veterans and the wider public. The use of the hashtag #ThanksToVeterans fosters a collective, social-media-friendly dialogue, encouraging shared recognition of veterans’ ongoing impact. Narratively, the campaign shifts focus from what veterans did for the country to what they continue to do within their communities, broadening appeal and deepening emotional connection. This insight allows the brand to target not only veterans but also families and community members who value social contribution and stability. By integrating a philanthropic element—awarding homes fully paid off—the campaign underscores authenticity and commitment, differentiating Veterans United in a competitive financial services market that often emphasizes transactional benefits over values-driven messaging.

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