Campaign details

Brand: The Royal British Legion
Lead agency: Cello Signal

Campaign Overview

Providing an opportunity for the public to feel part of the commemorations of D-Day was important.

At the beaches of Normandy where so many fell, the charity created a visual and moving tribute.

Strategy

The anniversary is likely to be the last large-scale commemoration of D-Day involving veterans.

To give supporters the opportunity to be part of it, the campaign was interactive.

Compelling stories from D-Day were fused with historic information, in long-copy format, to bring D-Day to life.

Readers could respond with their own messages of thanks and remembrance, used to create a moving tribute on the beaches of Normandy.

It was compelling for supporters, providing a tangible way to take part in the anniversary, and pay tribute to heroes.