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The Royal British Legion
The Story Behind the Poppy

RAN IN: United Kingdom

CLIENT
The Royal British Legion

Gary Ryan (Director of Marketing and Communications)

AGENCY
Y&R London *Lead Agency

Psembi Kinstan (Creative Director)
Tom Reeves (Photographer)
Heather Griffiths (Senior Strategist)
Francesca Miles (Planning Director)
Alison Hoad (Vice Chairman)
Alex Bamford (Art Director)
Ben Boyles (Account Director)
Bob Loyal (Agency Producer)
Martin Caulfield (Agency Producer)


SUMMARY

In 2015 the public saw RBL solely as the custodian of Remembrance, rather than a welfare charity working with modern needs - something we know drives donations. We used the 2015 Poppy Appeal as an opportunity to invert expectations and drive reappraisal through the lens of new brand idea 'Live On'. We recreated portraits of WW1 soldiers, using modern beneficiaries as subjects to remind us that past and present veterans must be remembered. This arresting technique helped change perceptions, drive interest and exceed income targets, delivering an ROI of £8.96.

CASE STUDY

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CASE VIDEO


Hero Medium: PRINT

Medium Featured On Video: BRANDED CONTENT;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);OOH;Billboard;Transit;PRINT;Magazine - Print;Newspaper - Print;SOCIAL MEDIA;Exhibition

Audience: Young Women (20-35)

Objectives: Boomers (45+);Families;Fathers;Men;Mothers;New Audience;Women;Young Men (20-35);Young Women (20-35)

Type: Business to Consumer

Classification: National

Language: English