The Royal British Legion: Every Man Remember [alternative]

Credits & Description:

Client: Royal British Legion
Advertising Agency RKCR/Y&R
Creative Directors Mick Mahoney, Andy Amadeo
Copywriter Freddie Wood
Art Director Psembi Kinstan
Agency Producers Fiona Renfrew, Scott Ketcher
Production Company Partizan
Director Steve Russell
Production Company Producers Ella Sanderson
Editor Matt Dollings
Post Production Facility MPC
Site: http://everymanremembered.sd01.co.uk/
Description of the Project:
EVERY MAN REMEMBERED
THE WORLD’S LARGEST ONLINE MEMORIAL
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.
Challenge:
2014 was the centenary of the First World War, and the Royal British Legion wanted to mark the occasion with a campaign that went beyond the call of duty.
Solution:
The ‘Every Man Remembered’ campaign - commemorating every single one of the 1,117,077 fallen soldiers through an online database.
TV and print ads, remembering soldiers who happened to share the same name as well-known public figures, were created to generate media interest and drive people to the database.
Results:
The single largest act of commemoration this country has ever known.
The ads have so far raised over £1.08 million in donations, whilst the online database has so far received over 68,000 personal commemorations.
A campaign befitting of the men who died to ensure our freedom.