Portraits Behind the Poppy

Our answer was an integrated idea that spanned 100 years of British history. It became more than an advertising campaign, it became an artwork of national significance.

We created a unique photo series that became the centre of the entire Poppy Appeal; meticulous recreations of famous photographs from WWI, using modern veterans of today.

Exactly 100 years after the originals were taken, we recreated every detail in the same studio, with the same hand-painted backdrop (circa 1850) and furniture. Our photographer was the grandson of the man who took the originals in 1915. He used the original camera, glassplate processing technique and darkroom. In 100 years, the only change was the upholstery on the chairs.

“This project is important for its history, poignancy, and phenomenal attention to detail. I’ve never seen a photographic recreation so authentically produced.” Colin Harding, Photography Curator, National Media Museum

We released the photographic campaign along with an emotional film that told the story of the project. It was picked up by every major news outlet in the UK, appearing as a feature in the Telegraph, Independent, Daily Star, BBC, Buzzfeed and photographic magazines such as The British Journal of Photography. The exhibition was displayed at the official Two Minutes of Silence in Trafalgar Square and at the Festival of Remembrance to the Royal Family. The photos were featured on the One Show, with our photographer appearing as a guest. BBC News even produced a 10-minute investigative feature that explored the story in poignant detail and encouraged you to buy a poppy to donate to the cause.

British Journal of Photography “Meticulous stunning recreations”

Buzzfeed “A touching link between past & present”

Fast Company “Haunting and remarkably poignant”

The photographs didn’t just captivate the nation, they created headlines around the world, and have made 2015 the Royal British Legion’s most successful Poppy Appeal in history, raising £40M in donations. Thanks to the phenomenal success of the integrated campaign, they have proved the veterans of today are as important as those of the past.

They photographs were also displayed at the nation’s official Two Minutes of Silence, featured at the Festival of Remembrance in front of the Royal Family, and became a major exhibition at the National Media Museum.

Portraits Behind The Poppies became the centerpiece of a campaign across print, posters, OOH, online films, PR, a website, experiential events, a touring exhibition and social media posts. But more importantly it’s perfect for the integrated lion for another reason: it’s an idea that became part of the culture of Remembrance in Britain – and a piece of art with national significance.

The photographic series toured the nation and became the centerpiece of our campaign, featuring in print, posters, OOH, online films, PR, a website, experiential events, a touring exhibition and social media posts. But more than a campaign, it became a piece of culture, being discussed and critiqued not as advertising, but as art or entertainment.

The Royal British Legion had a challenge; the nation knows they honour the fallen soldiers of the past, but not that they support the modern veterans of today.

We needed to show the country the two sides to the Legion.

We had a big challenge, every pound we spent on the campaign was a pound less for the charity’s work. So we had to create a big famous integrated idea that could spread across the entire country - on a shoestring budget.