Royal British Legion

Poppy Appeal 2017

Art direction – Storyboard – Design

The hero
on your street


For this year’s Poppy Appeal the Royal British Legion wanted to draw attention to the thousands of ordinary people who receive support in unexpected ways and everyday places.

2017 Best in Category

Poppy Appeal 2017

Say it with poetic poppies

Our response was to write the poem In Flanders Fields in 3.4km of poppies and scatter the lines across the British Isles and beyond, reminding the nation that Remembrance is not just for the fallen but for those living all around us. 

Poppy Appeal 2017

Poppies to the people

The nationwide installation created a modern memorial, with drone-filmed TV and online content highlighting our diversity and forging the link between the poppy we wear and the community it helps, in real time.

Poppy Appeal 2017

Changing perspectives

This infamous poem is a memorial to the fallen. Our modern reading in different regional accents, reminds us to honour not only the dead but remember the living here on our doorstep. In their diverse voices, the words live on in our imaginations, charged with new hope.