Project Aims

Our client, The Royal British Legion, required a quick turnaround news edit of the launch of their Poppy Appeal in October 2014. Over and above this requirement, and because the event had the potential to be much more than a simple news story, we were keen to develop a treatment for an alternative edit that would offer more longevity and value.

We had to approach the filming with a creative angle to achieve the most out of the day and capture the intimate stories of those involved – coming together to form a rich tapestry of remembrance and human emotion.

Intended Audience

‘The Watch’ was commissioned to appeal to the public and press, with the intention of delivering a more considered and reflective angle to the Poppy Appeal coverage in mainstream media. It aimed to encourage viewers to become enveloped in the moment, to remember those past and present who sacrificed everything for the freedom of the country.

Measures of Impact and Effectiveness

‘The Watch’ was extremely well received by The Legion, the press and by the public. Our key measurements for success, provided by our client, were social reach views, shares and engagement. The emotion in the comments left on both the Legion’s post and those who shared was truly touching. With no media spend and only organic seeding, ‘The Watch’ achieved great statistics, including nearly 60,000 views and over 4000 likes.