The Unforgotten Soldiers
Sky History Channel
Issue 37 | December 2015
Agency
DDB Group New Zealand
Creative Team
Chief Creative Officer Damon Stapleton Executive Creative Director Shane Bradnick Creative Director Chris Schofield Senior Copywriter Natalie Knight Senior Art Directors Corinne Goode Gavin Siakimotu Senior Business Director James Blair
Production Team
Executive Agency Producer Judy Thompson Agency Producer Kate Moses Production Company Will O’rourke Audio Production The Coopers
Other Credits
Sky Clients Mike Watkins Kate Whittle
Date
April 2015
Background
A century had passed since the outbreak of World War One and with no surviving veterans left the events of 1914-18 had become a distant memory.
The History Channel believed its duty was to preserve the past and they wanted to do more than just mark the 100th anniversary of Gallipoli, New Zealand's most significant military campaign of the war, they wanted to keep the memory alive.
Idea
The only connection to WW1 soldiers lay in old grainy black and white pictures. So to reconnect New Zealanders with the real servicemen who fought in WW1, the idea was to create a tableau vivant installation that brought to life on the streets of Auckland a single black and white image of the war.
As well as helping New Zealanders reconnect with the past, the aim was to raise money for the RSA's (Returned Service Association) annual Poppy Appeal.
The 8-hour live performance included an authentic surround-sound audio track of the battlefield. It also included audio of real letters written in the trenches by real NZ soldiers. The installation demonstrated many of the experiences of the time, from the morning routines of 'Stand to Arms', meal times, duties and boredom through to the daily rituals, writing home and singing in the evenings to keep their spirits up.
Results
Passers-by responded to the installation by observing and sharing the event on social media locally and globally. It was the number one viewed story on NZ Herald online, was covered by One News, and shared by the BBC, reaching an audience of over 22,835,710 people. It raised three times the usual donations in just one day while underscoring the core brand values of the History Channel of documenting, educating and preserving the past.
Our Thoughts
Matt: A fine and original stunt even if it could have done with more response-driven action.
Patrick: Oh I don’t know, Matt. They managed to triple the donations raised so there is definitely a response there. Also, a huge emotional response as well if half a dozen actors in a side alley in Auckland can reach over 22 million people around the world. The bit that makes this idea so compelling is staging the event in black and white. Rather than surreal it makes it hyper-real, both disturbing and compelling.