Brand: Westminster City Council
Lead agency: TMW Unlimited
For the 2018 centenary, Westminster Council wanted to create an occasion that would resonate in London and beyond.
Research showed that Remembrance weekend is losing meaning among younger generations.
Some even see it as a celebration of war.
The centenary was an opportunity to restore meaning and create empathy.
100 years after the end of the First World War, which claimed the lives of one million British service people, TMW's experience highlighted the human cost of the war.
Collective spirit was the key concept.
In November 1918, when news of the Armistice broke, Londoners spontaneously gathered in Piccadilly Circus, so this became the activity's focal point. In a world first, TMW took over Piccadilly's iconic digital ad screens for an hour, persuading passers-by to reappraise the Armistice.