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ROYAL BRITISH LEGION

Poppy Appeal 2016

 
 

Rethink Remembrance

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.

 
 
 
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Uplift in millennial engagement

 

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Telegraph Picture of the Day

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20% uplift in coverage from previous year

 

 

Challenging perceptions

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 impressions

The public couldn't wait to share their discovery as Instagram bloomed with poppy posts and Twitter trended #RethinkRemembrance.

 

The press liked it too

"Fantastic installation"
ITV, Good Morning Britain

"The stark black columns rising
from the middle of the
square demand attention"

BBC News Online

Picture of the Day
The Telegraph