Re-enforce the RBL’s core messages and importance, via a carefully considered music video approach, to appeal to a broad and current audience.
Our creative directors and producers immersed themselves into the RBL’s needs and objectives, and carefully conceptualised a music video approach for the RBL’s Poppy Appeal campaign.
An earlier RBL promo we produced that featured Alesha Dixon and images of Vera Lynn, gave us the basis and experience to develop and expand upon a fresh idea.
Our connections with Joss Stone, and influential industry music producers, enabled us to Exec Produce a new rendition of the song ‘No Man’s Land (Green Fields Of France), by Scottish folk musician Eric Bogle. We teamed up with Jeff Beck to record this revamped version of the song, a reflection on the grave of a young man, Willie McBride, killed in the First World War.
Our creative approach was to film the video in the grounds of the Tower of London. The first of its kind. We took advantage of the momentous Poppy display at the time, which had generated huge appeal and PR globally, helping to make the video ever more appealing and within a relevant setting, to carry the remembrance message.
The story of love and loss was enhanced through the use of dramatised recreations featuring a young soldier and his wife. These vignettes were interspersed within the film, for added impact and reflection.
We managed all post requirements in-house, from offline editing to onlining, with a need for a fast turnaround.