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In 2016, The Royal British Legion asked to us to create an awareness campaign and photo opportunity for the broadcast media to announce the launch of the Poppy Appeal. This year, they were asking the public to Rethink Remembrance by considering all the living veterans they help every day.

We created an interactive optical illusion in Paternoster Square, between St Paul's Cathedral and the Stock Exchange, which was installed with mathematical precision to make them change the viewer's perspective as they move around the installation.

Each monolithic screen displayed a fragment of the brand creative content, or all united to play as one from a specific viewing point.

Thousands of tourists, shoppers and local office workers explored the installation and engaged with the stories. Dwell time averaged 8min as they played with perspective until discovering the "sweet spot" for all-screen viewing of our graphic poppy animation.

The public couldn't wait to share their discovery as Instagram bloomed with poppy posts and Twitter trended #RethinkRemembrance.

And the press liked it too:
"Fantastic installation" - ITV, Good Morning Britain
"The stark black columns rising from the middle of the square demand attention" - BBC News Online
Picture of the Day in The Telegraph