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.

£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 Facebook and Twitter we tagged the celebrities in obituary posts and these 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.

Every Man Remembered

The world’s largest online memorial

The brief:

The Royal British Legion wanted to mark the 100th anniversary of WWI. The war cost the lives of 1,117,077 commonwealth soldiers, we wanted the country to remember every single one of them.

The site:

Every Man Remembered has the names, ages, and stories from every of the 1.1 million fallen servicemen. With so many fallen soldiers, chances are, you share your name with one of them. The site prompts you for your name, then finds soldiers that share it. Once you’ve found a soldier, place a poppy to remember them.