The Royal British Legion is asking the public to “Rethink Remembrance” ahead of this year’s Remembrance Sunday, in a sobering campaign created by Rainey Kelly Campbell Roalfe/Y&R. The charity is known for its work supporting the veterans of the First and Second World Wars and honouring those who died in service, and while this vital work will continue, the Royal British Legion wants to emphasise that there is a new generation of veterans that needs support. In film, surviving British World War Two veterans share stories of bravery and sacrifice, which we assume are generations old. These personal testimonies are revealed to be from modern veterans, and this twist brings into focus the importance of the Royal British Legion’s contemporary welfare work.
A series of print ads also play off the public’s perception of Remembrance and ask them to rethink where their support is going, with timeless portraits by renowned Scottish photographer David Eustace, with copy typeset on a period typewriter. The campaign was creative directed by Psembi Kinstan, with creative by Anders Wendel and Elliott Tiney and design by Lee Aldridge. Portraits photography was by David Eustace and rostrum photography by Kevin Summers. The films were directed by Neil Huxley through B-Reel. Media planning and buying was handled by Maxus. The campaign, which comprises press, outdoor, radio and online film, breaks today (October 27) and runs for two weeks.
