Brief Explanation

The History Channel believe they have a duty to preserve the past, so on the 100th Anniversary of Gallipoli ( NZ’s first engagement in WW1) they wanted to commemorate the soldiers and ensure their service and sacrifice was not forgotten. 100 years on, History Channel wanted to keep the memory alive. We created The Unforgotten Soldiers, a tableau vivant in the middle of Auckland City. It was entirely in black and white to look like History Channel's authentic black and white pictures and documentaries of WW1. The 8-hour live performance told the stories of real NZ soldiers who went to war. While a surround sound audio track brought their letters, stories and memories to life.

Execution

History Channel created a live installation bringing an old black and white World War One picture to life on the streets of Auckland.

The Brief

As time passes and with no surviving veterans, World War One is becoming a distant memory. Our only connection to the past and memories of the soldiers live in old black and white pictures, so on the 100th anniversary of Gallipoli, (NZ's first WW1 campaign) History Channel wanted more than a tribute, they wanted to keep the memory alive. We created 'The Unforgotten Soldiers' and brought an old black and white WWI picture to life on the streets of Auckland. Our aim was to help all Nzers reconnect with our history and raise money for the RSA (Returned Service Association)

Describe the success of the promotion with both client and consumer including some quantifiable results

We helped NZers reconnect with the past by bringing them face to face with history. The event was broadcast on the History Channel, and audiences shared it locally and globally. It was covered on TVNZ, One News, BBC, resulting in a estimated reach of over 22,835,710 people. The Unforgotten Soldiers also raised triple the usual donations, for the RSA, in just one day.

Explain why the method of promotion was most relevant to the product or service

History Channel believe they have an important role in preserving the past. We created The Unforgotten Soldiers entirely in black and white just like the History Channel's authentic black and white footage and pictures of WW1. The 8 hour live performance was enacted in Lorne Street, in the middle of Auckland City. The idea was to bring a typical day in the trenches of The Great War, and to share the stories of real NZers who went to war. Everything was as it was 100 years ago, but remade in black and white like an old WWI picture. While a surround sound audio track brought their letters, stories and memories to life.