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The Commonwealth War Graves Commission (CWGC) has revealed #ShineOn, a campaign urging people of all ages to join with them in paying tribute to the 1.7 million Commonwealth individuals who lost their lives in WW1 and WW2. The pro-bono push was developed in partnership with M&C Saatchi.

With no mass Remembrance services taking place this year due to Covid-19, the CWGC has worked with M&C Saatchi to create an inclusive, accessible, digital Remembrance event to mark 11 November 2020, in order to engage with a younger, more diverse audience.

Every year, people gather on the eleventh day of the eleventh month and bow their heads, looking down to pay their respects to those who gave their lives in the two World Wars. But this year, the CWGC is encouraging people to look up instead. On the evening of 11 November, it will ask people to go outside at 7pm and look up to the stars to remember those who died across the Commonwealth.

In order to generate further conversation, awareness and interest on Armistice Day, connecting the physical location of CWGC cemeteries to the campaign’s digital activity, the CWGC is installing beams of light at four key war memorials and cemeteries, including Brookwood Military Cemetery in Surrey and The Plymouth Naval Memorial.

Credits

M&C Saatchi

Matt Lee - Executive Creative Director

Becky Brice – Art Director

Amy Parkhill - Copywriter

Caroline Stuart-Nicholls – Digital Project Manager

Sophie Lean – Strategy Partner

Shaska Bain – Strategist

Jamie Roston - Senior Account Manager

Gareth Williams – Agency Film Producer

M&KE

Niall Wilson - Head of M&KE

Tom Zaborowski – Senior Back End Developer

M&C Saatchi World Services

Becca-Jane Schofield – Social Manager

Elizabeth Westwood – Social Media Assistant

M&C Saatchi Social

Jonathan Poole – Managing Director

Eliza Franks – Strategic Partnerships Executive

Electric Robin - Film production and post-production