Celebrating the unique contributions made by the Armed Forces community both past and present, this year our Rethink Remembrance campaign recreates Flanders’ Fields in modern environments. Running in both press and on TV spots on Channel 4 launched with 2” teasers on 4th November with the main 30” spot running in the week build-up to Remembrance.
The TVC features the poppies growing in modern day environments, where people are living on such as the local swimming pool, a hospital and café.
Over the top of the visual is a narration of John McCrae’s famous poem In Flanders Fields. The advert finishes with the poignant campaign line ‘Your Poppy supports the Armed Forces community past and present.’
The TV campaign is supported by a series of print adverts featuring members of the wide reaching Armed Forces community living on, undertaking activities such as waiting for the tube, eating at a restaurant and walking in a park.
The TV and Print campaign is supported by digital and social activity on channels including Facebook, Instagram, Twitter and YouTube. This activity heroes the poppy animation, crafted for TV, delivering both brand and fundraising messages.
Our own Jon Burley, chief creative officer at Y&R London said: “Remembrance is one of the most important moments in the year. It is a time for people to stop and think about the sacrifices made by our Armed Forces every day to keep us safe. The campaign is deliberately created to make the viewer stop and think by picturing the rows of poppies as they continue on through their daily lives.”
Gary Ryan, Director of Remembrance and Marketing at The Royal British Legion added: “As the champions of Remembrance it is imperative that we remind people that it is as relevant today as it has always been . It is a time of year where we are able to show our support to all of the Armed Forces community past and present.”
We couldn’t agree more.