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Group745
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Group745
Group745
Group745
Group745

The Royal British Legion - Rethink Remembrance

28/10/2016
Advertising Agency
London, UK
48
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Credits
Agency / Creative
Media
Production
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.
About VML UK
VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. 

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