A new kind of memorial for a new generation.
Texts From The Trenches is a new kind of memorial created to reconnect a new generation with remembrance of the 1,117,077 commonwealth men and women who sacrificed their lives during WW1.
The Challenge
As more and more people lose any generational links with World War I, it’s difficult for young people to understand the importance of remembrance. For Armistice100, we wanted to make it relevant for a new generation.
Attention Seeking
We dived into the National Archives and took snippets from the letters of brave men and women who served, and presented them in a format more familiar to young people today: phone messages.
We took these striking moments to the streets of London through a guerrilla poster campaign, engaged Talon Outdoor to provide media space at universities across the country, and supported it with a social media campaign that took the stories of the great war to a new generation.
Impact
Our work struck a chord around the world, appearing on TV and in the national press, and has been reshared on Remembrance Day every year since. It was awarded as a leading piece of work by D&AD, formed part of The New Creator’s Showcase at Cannes and is now part of the permanent collection at the New York Poster Museum.
Media Mix
Outdoor, Social, PR.
