Cannes Lions

Rethink Remembrance

Y&R LONDON, London / THE ROYAL BRITISH LEGION / 2017

Presentation Image
Film
Film
Supporting Images
Digital Proof JPG
Presentation Image
Supporting Images
Supporting Images
Digital Proof JPG
Film
Digital Proof JPG
Supporting Images
Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Rethink Remembrance. Our campaign twisted the perception of Remembrance to show the new veterans that need urgent help and support.

In a series of films we see powerful performances from some of Britain’s few surviving veterans of WWII. They share a moving story of bravery and sacrifice from the war, that the audience naturally assumes is their own. At the end of the film a super reads ‘This is not my story’ and we reveal that this testimony is from a young veteran from Afghanistan. This brings home the message of ‘There’s a new generation of veterans that need your support. Rethink Remembrance. Donate Now.’

Execution

The powerful performances from the WWII veterans gained an incredible response on social media, with each film being shared in the tens of thousands amongst a much younger audience than ever before.

Outcome

The campaign raised over £43M in donations.

A larger percentage than ever before came directly came from online donations and social media.

Reach increased sevenfold on the previous year’s campaign.

The campaign was shared by news media and on social media and reached over a fifth of the UK public/

The performances by the few surviving WWII veterans created headlines around the world.

Similar Campaigns

9 items

Numbers

HAVAS ADRENALINE, New york

Numbers

2018, AD COUNCIL

(opens in a new tab)