Imperial War Museum
Pitch winning work.
IWM London was founded
during 1917 to record and document the experiences of ordinary soldiers in the First World War.
We were appointed to promote the opening of its new £30m First World War Galleries. Our brief was to develop an idea which was audacious and bold, yet
sensitive to the subject matter.
This work demonstrated that IWM London is a social history museum w
hich serves as a witness to events. This framing led us to our positioning of IWM London as ‘the people’s wit
ness’ and a creative exposition which highlighted how the Museum tells stories through objects.
The resulting print-led campaign featured unique objects from the Museum’s collection, each telling their stories as a first person narrative.
In terms of results, £4.6m worth of PR coverage has been generated to date. More footfall than the Tate Modern.