"The Royal British Legion - Poppy Appeal"
Advertised brand: The Royal British Legion
Advert title: Portraits of the Poppy
Advertising Agency: RKCR Y&R London, United Kingdom
Creative Director: Psembi Kinstan
Art Director: Alex Bamford
Photographer: Tom Reeves, Edward Reeves
Voiceover, Dialog, Spoken Text, Script, or Lyrics
The Royal British Legion had a challenge. The nation knows they honor the fallen soldiers of the past, but not that they support the modern veterans of today. To show the country the two sides to the Legion, we created a photo series that spanned an entire century. On one side, famous photographs of soldiers taken during the First World War. On the other, meticulous recreations using veterans of today.
Exactly 100 years after after the originals were taken, we recreated every tiny detail. We went back to the very same studio, uncovered the original camera, and painted backdrop and furniture. We even used the same processing technique and dark room. And our photographer - the grandson of the man who took the originals in 1915.
Now, these to photographs were taken 100 years apart, in the same place, by the same family.
A young man about to leave for war. 100 years on, another young man returns.
The photographs taught the nation, becoming the centerpiece of the integrated Poppy Appeal campaign. They appeared at the nation's official 2 Minutes of Silence, and at the Festival of Rememberance before the Royal Family. They even became a major exhibition at the British National Media Museum. The photograph didn't just captivate the nation, they created headlines around the world, and have made 2015 The Royal British Legion's most successful Poppy Appeal in history proving the veterans of today are as important of the past.
Portraits Behind the Poppy
The British Royal Legion
The One Show
Your poppy doesn't only help the service men and women of the past. Live on.
Your poppy doesn't only help veterans of the past. Live on.
To the memory of the fallen and the future of the living. Live on.
National Media Museum
"Meticulous recreations" -British Journal of Photography
"A touching link between past and present" -Buzzfeed
"Haunting and remakably poignant" -Fast Company
40 million raised