Strategy Insight Creative

// Poppy Girl Power

Around this time every year our client the Royal British Legion launch their three week poppy appeal campaign and by the end of it we are eating, sleeping and breathing poppies. After the success of the military wives choir last year we agreed it was time to give the military children a chance to swap their air-guitars and hairbrush microphones for the real thing.

The Royal British Legion held open auditions on YouTube and over 1000 talented youngsters applied to be in the band and to perform for the Queen at the Royal Albert Hall.  Sixty hopefuls were selected to audition in front of key industry experts including No.1 classical artist Laura Wright and Record label executive for the Military Wives, Tom Lewis. The auditions took place at the prestigious Decca Records in central London and these were eventually whittled down to just five girls.

We filmed The Poppy Girls journey from their very first audition to their final performance in the Royal Albert Hall. From live performances alongside Union J to riding the poppy routemaster with Wills and Kate, we were there to document their adventure at every step. We were overwhelmed by all the support and wonderful feedback the girls received during the appeal with our combined content equating to more than 50,000 views.

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Tonic Life Communications