Strategy Insight Creative

// Poppy Appeal Launch 2014 – The Watch

EVCOM_Screen Awards_Highly Commended2014 is a particularly important year for The Royal British Legion because it marks 100 years since the beginning of the First World War, the catalyst for the formation of the charity. To launch the Poppy Appeal 2014, various beneficiaries and supporters took part in ‘The Watch’ – a sunrise to sunset vigil at the Cenotaph in Central London where members of the Armed Forces, the public, and Legion beneficiaries stood watch throughout the day as a mark of respect.

Approach

We felt it important that in capturing this event we created a video that would be a tribute to remembrance beyond this one event. The key visual here seemed to be the stillness and serenity of ‘The Watch’ and the act of remembering taking place in the centre of one of the world’s busiest cities. We thought that the best way to capture this stillness and contrast was to use a series of motion-controlled time-lapses throughout the day. The ‘Watchers’ remained still as the city and light of the day moved around them, a moment of peace and reflection in a rushing world. We also had a couple of roaming cameras filming interviews with the guards capturing the emotional reactions and sometimes unexpected impact of standing watch for their shift – these reflections form the soundscape of the film.

Results

‘The Watch’ captures the feeling of remembrance and highlights the importance of remembering those who sacrificed their lives in the World Wars and subsequent conflicts as well as celebrating our current Armed Forces.

Get in touch

If you are interested in a video that includes motion-controlled time-lapses and would like to discuss strategy, please get in touch with Ollie Machin, our business development manager, on 020 7831 6060.

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Clients Include

"RAW is a thoroughly impressive outfit. We’ve used them on projects large and small, and they have delivered on time, on brief, and on the money. Not only have they produced some superb pieces of online creative that have driven our cut through and engagement, they've also left behind a thoroughly satisfied client. We'd highly recommend them."

Robert Lee
The Royal British Legion