This article focuses on a photograph of a little boy that was taken in 1944. Photographs, when viewed many years later, often bring back deep experiences, long past and somehow forgotten. Revisiting this photo 70 years later, the author began to experience it as an “evocative object” – that is, one with not merely a personal meaning, but a “social and cultural significance” as well (Bollas, 2009a, p.179). Associations to the photo brought back countless memories, which opened up wider social-historical dimensions. Using the concepts of collective memory and the associative unconscious, the author explores this single photograph to evoke the immense possibilities for new thinking that emerge from this medium.