THE UNFORGOTTEN SOLDIERS

Silver Spike

Case Film

Presentation Board

TitleTHE UNFORGOTTEN SOLDIERS
ClientSKY HISTORY CHANNEL
Product / ServiceHISTORY CHANNEL
CategoryC06. Publications & Media
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Production Company REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA

Brief Explanation

The History Channel believe they have a duty to preserve the past, so on the 100th Anniversary of Gallipoli ( NZ’s most significant engagement in WWI) they didn't want to just commemorate the soldiers they wanted to ensure their service and sacrifice was not forgotten. 100 years on, History Channel wanted to keep the memory alive.

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 lies in old grainy black and white pictures. So on the 100th Anniversary of Gallipoli, (NZ's most significant 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 New Zealanders reconnect with our history and raise money for the Returned Service Association's annual appeal.

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

We helped New Zealanders reconnect with the past by bringing them face to face with history. The event was broadcast on the History Channel, and audiences blogged and shared it locally and globally. It was covered on TVNZ, One News, and BBC, It was the most viewed story of the day on The New Zealand Herald online, resulting in an estimated reach of over 22 million people. The Unforgotten Soldiers also raised triple the usual donations, for the RSA, in just one day, for their annual appeal.

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

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.

Credits

Name Company Position
Michael Ritchie Glue Society Executive Producer
Damon Stapleton DDB Group New Zealand Chief Creative Officer
Shane Bradnick DDB Group New Zealand Executive Creative Director
Natalie Knight DDB Group New Zealand Senior Copywriter
Corinne Goode DDB Group New Zealand Senior Art Director
Gavin Siakimotu DDB Group New Zealand Senior Art Director
Chris Schofield DDB Group New Zealand Creative Director
James Blair DDB Group New Zealand Senior Business Director
Judy Thompson DDB Group New Zealand Executive Agency Producer
Kate Moses DDB Group New Zealand Agency Producer
Pete Baker The Glue Society Director
Melanie Reardon Revolver/Will O'Rourke Producer
Josh Mullens Revolver/Will O'Rourke Producer
Jon Cooper The Coopers Sound Engineer
Penny Cooper The Coopers Audio Producer
Michael Ritchie Revolver/Will O'Rourke Executive Producer
The Editors & Blockhead Edit & Post House