The First World War cost the lives of 1,117,077 commonwealth soldiers. To mark the 100th anniversary of the war, RKCR/Y&R helped the Royal British Legion remember every one of them. To launch the world's largest online memorial, RKCR/Y&R created a celebrity campaign without spending a single pound on celebrity endorsement. The campaign website features the names, ages and stories of every one of the 1.1 million fallen servicemen. On it, you can find a serviceman that shared your name, home town, or date of birth. To drive the country toward the site, RKCR/Y&R created obituary ads across all channels that memorialised real fallen soldiers with famous names. Ads were created for fallen soldiers named Andy Murray, Harry Styles, Tom Hardy, Alex Ferguson, Patrick Stewart, and many more.
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