The Challenge

To commemorate the First World War Centenary, The Royal British Legion wanted to invite the public to take part in a national movement to say ‘Thank You’ to all who served in WW1.

To mark such a big event, the in-house team needed agency expertise to develop a ‘big idea’ and then ongoing support to activate the programme through multiple 1-2-1 channels (both B2C and B2B).

Conversation we created

To kick off the ‘Thank You’ movement, we created a promotional film recognising the ordinary people who did extraordinary things for our country. This was used to encourage participation amongst all of The Royal British Legion’s commercial partners and prospects.

We then developed an identity for ‘Thank You 100’ that used key elements from the Royal British Legion brand. Our hero asset used The Legion’s iconic poppy design, supported by a ‘Thank You’ line, to give the campaign a distinctive look and feel worthy of such a special occasion.

We then created a campaign toolkit for each participating partner to use to promote the movement to their audiences. We needed to address our key insight around how to connect individual people to such a big cause, so we developed the concept around ‘big and little ways to say Thank You’ – making it easier than ever to participate.


Our work helped recruit over 100 partners to take part in “Thank You 100’, which gave The Royal British Legion access to over


people during one of their biggest ever years.