A serendipitous new idea from the UK’s Royal British Legion. In Lewes, Sussex, there’s a family-owned, high-street photography business that has been operating since 1858. In the basement they had both shelves of images of military portraits from the first world war and the original camera that was used to take them. This find led to the idea of creating large-format, glass negative portraits of modern-day service people to show the continuity behind the Legion’s work.
You can read more about the story here. To my mind, it’s a better content idea than an ad campaign.
What do you think? Agency: RKCR/Y&R