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The Royal British Legion - Rethink Remembrance

The Royal British Legion is asking the public to ‘Rethink Remembrance’ ahead of this year’s Remembrance Sunday, in a 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. While this vital work will continue, the Royal British Legion wants to emphasise that there is a new generation of veterans that needs support. A series of print ads play off the public’s perception of Remembrance and ask them to rethink where their support is going. The timeless portraits were by renowned Scottish photographer David Eustace with copy typeset on a period typewriter. 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.

Creative Agency

Creative Agency: RKCR/Y&R

Senior Designer: Lee Aldrige

Senior Producer: Jim Orr & Danielle Sandler

Strategist: Heather Griffiths

PR: Persuasion

Assistant Producer: Carmela Vitale

Head of Production: Keeley Pratt

Creative Director: Psembi Kingstan

Creative: Anders Wendel & Elliot Tiney

Account Manager: Lucy Bugler

Account Director: Ben Boyles

Media Agency

Media Agency: Maxus

Print / OOH

Photographer: David Eustace

Production Company

Production Company: B-Reel

Director: Neil Huxley