Royal British Legion
Insight
The Poppy Appeal is facing a crisis of relevance. The memories of the World Wars are become a distant memory for today’s society, who are becoming more detached with each generation.
Idea
Our Passchendaele 100 campaign broadened the appeal of the traditional paper poppy, offering more meaningful connections with the individual soldiers who fought and died, so that their stories can Live On. Using the brass shells and earth from the famous battlefield, we created 60,083 individual poppies - each one dedicated to an individual soldier. The unique poppies used AR to tell individual stories of the fallen, and who they were before the war started. Regional voices were recorded to narrate their letters home, present their photos and tell you about what they went through
Results
The Passchendaele Poppy sold out, raising more than £2m for the Legion’s ongoing work. The legion inspired a younger audience, with many sharing their experience, and some even making the pilgrimage to Ypres to find the grave of the soldier they now had a connection with.
