Visit Flanders – Flanders Fields : the Mud Soldier. Euro Effie Finalist 2017

Flanders Fields is a highly touristic region of Belgium. But in 2016 it experienced a dramatic drop in visitor numbers.

So, to emotionally connect with people and encourage them to visit the area again, tourism organisation Visit Flanders decided to commemorate the centenary of the Battle of Passchendaele. During 3 months of 1917 this conflict killed more than 500,000 soldiers, many by drowning, as the incessant rain transformed the trenches of Flanders Fields into deadly mud traps.

To mark this tragic episode in history, we unveiled “The Mud Soldier” in Trafalgar Square, right in the heart of London. Sculpted from the sand and mud of Passchendaele, this ephemeral statue slowly dissolved as it was exposed to the rain, providing a fitting tribute that received positive media coverage around the world.