2020 Winner

CASE SUMMARY

When it comes to connecting with youth, the Royal Canadian Legion faces an uphill battle. Now that more than 100 years have passed since the end of WWI, some of the meaning behind Remembrance Day risks being lost on younger generations. To engage with youth on their own turf, Wunderman Thompson helped the Royal Canadian Legion create “Remembrance Island,” a custom map on the popular online video game Fortnite. It featured WWI trenches, D-Day beaches, a Canadian military cemetery and the Vimy Ridge memorial cenotaph. The approach enabled young gamers to play, learn and participate in Remembrance Day ceremonies by gathering for a salute or live- streaming their play. Trailer videos featuring gameplay footage were released organically on Facebook and Twitter, and additional social outreach targeted influencers. Over 19,000 gamers visited Remembrance Island in a four-day period beginning on November 11.

Credits

Client: Freeman D. Chute
Agency: Wunderman Thompson (Canada)
Executive Creative Director: Ari Elkouby
Copywriter: Jon Webber
Art Director: Raj Gupta
Designer: JXDVN
Account Team: Matt Good, Mike Davidson
Agency Producer: Jennifer Cotton
Production: Sauce Production
Editor: John Collucci
Audio Production: Pirate Radio
Audio Director: Chris Tait
Audio Engineer: Kyle Anderson

Public Relations: Hill+Knowlton Strategies
Senior Vice President: Angie Lamanna
Assistant Consultant: Waverly Shin