ROYAL BRITISH LEGION
The Royal British Legion asked to Stellar to create an awareness campaign and photo opportunity for the broadcast media to announce the launch of the 2016 Poppy Appeal. This time they were asking the public to Rethink Remembrance by considering all the living veterans they help every day.
uplift in millennial social media enagement
Telegraph Picture of the day
20% uplift in coverage from previous year
So how did we encourage Londoners to Rethink? Our interactive optical illusion between St Paul's Cathedral and the Stock Exchange was installed with mathematical precision to make them change their perspective.
Each monolithic screen displayed a fragment of the brand creative content, or all united to play as one from a specific viewing point .
A new symbol of hope
Thousands of tourists, shoppers and stockbrokers explored the installation and engaged with the stories.
Dwell time averaged 8min as they played with perspective until discovering the "sweet spot" for all-screen viewing of our graphic poppy animation.
Social media perceptions
The public couldn't wait to share their discovery as Instagram bloomed with poppy posts and Twitter trended #RethinkRemembrance.