Direct Marketing lay at the heart of this campaign approach. As the bedrock of the Royal British Legion’s fundraising channels, it offered the ideal medium through which to engage and reignite interest from both current and historic donors alike.

Beyond this though, it further served as the means through which to engage and inspire a whole new generation, previously disengaged and hard-to-reach.

Judicious use of digital channels, and in particular social media, allowed us to ally our attention-grabbing creative against specific segments’ shared interests, in order to allow us to unlock a new supporter base and on a limited budget, prompt social sharing to cost efficiently drive exponential reach.

The Royal British Legion, the nation’s leading Armed Forces charity, wanted to mark the 100th anniversary of WWI.

£1.4m in donations

3.9 millions page views

140,000 soldiers remembered so far

15 million media impressions

News coverage in 20+ countries

7 One Direction fan clubs terrified

On social media our posts were shared by tens of thousands, including Andy Murray and news media across the globe, including the BBC, Independent, Huffington Post and many more. It even caused panic amongst One Direction and Harry Styles fans.

Without spending a single pound on celebrity endorsement it has become the most successful advertising campaign the Royal British Legion has ever run.

WWI cost the lives of 1,117,077 commonwealth soldiers. To mark the 100th anniversary of the war, we remembered every one of them.

To launch the world’s largest online memorial we created a celebrity campaign without spending a single pound on celebrity endorsement.

Everymanremembered.org has the names, ages, and stories from every of the 1.1 million fallen servicemen. Online, you can find a serviceman that shared your name, home town, or date of birth, and remember them.

To get the country to visit the site, we created direct response TV, digital banners, dozens of posts on Twitter, Facebook and Instagram, press and posters ads. Each ad memorialised real fallen soldiers with famous names. Obituary ads were created for fallen soldiers named Andy Murray, Tom Jones, Harry Styles, Tom Hardy, Alex Ferguson, Henry Cavill, Rod Stewart, Patrick Stewart, Roger Moore, Gordon Brown and many more.