We gave 60,083 fallen soldiers a voice — and made sure a generation would never forget.
ROLE
Lead Creative | Director | Editor
With the 100th anniversary of the Battle of Passchendaele, it became apparent that the poppy is increasingly losing relevance with younger generations today. So we gave the fallen soldiers a voice to help keep their memory alive.
In partnership with TMB Art Metal, we made 60,083 commemorative pins using the brass artillery shells and very earth from the battlefield itself. Each one was dedicated to a soldier that fell at Passchendaele.
We launched a national press, digital and social campaign, and harnessed the power of AR technology to transport people back to the muddy trenches 100 years ago, delivering an engaging experience that brought the soldiers's stories to life.
The Passchendaele Poppy sold out, raising more than £2m for the Legion's ongoing work. The campaign cut through with a younger audience, with many sharing their experience online and some even making the pilgrimage to Ypres to find the grave of the soldier they now had a connection with.
“Not only is it a beautiful tribute to the fallen soldiers of 1917, but it's also humbling to know it's made of metal recovered from the field of Flanders. I will wear my poppy with pride.”
Dame Helen Mirren
