The Royal British Legion

Every Pin Tells a Tale

Agency: Geometry Global


The Royal British Legion steps into augmented reality [AR} to bring to life powerful stories from Passchendaele to connect with young audiences.
The idea expands the success of the ‘Every Pin Tells a Tale’ campaign created by Geometry UK. To commemorate the 60,083 soldiers who made the ultimate sacrifice at the Battle of Passchendaele, one of the First World War’s bloodiest offensives, the Legion commissioned limited-edition Passchendaele 100 poppy lapel pins. British artillery shell fuses and earth samples collected from Passchendaele battlefields were melted down to create 60,083 poppy pins to honour and remember every British soldier who fell during battle.
With global Augmented Reality [AR] partner Blippar, Geometry now brings the human stories behind the pins to life in AR. Each pin comes in a commemorative box - when scanned with the Blippar app, transforms into a muddy trench giving a glimpse into Passchendaele as you hear the personal stories of soldiers, pilots and nurses: their personal triumphs, families and friends left at home.
By blending sharp human behaviour insight and popular technology, stories from a century ago are brought to today’s audience.

This professional campaign titled 'Every Pin Tells a Tale' was published in United Kingdom in February, 2018. It was created for the brand: The Royal British Legion, by ad agency: Geometry Global. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 6 years ago.


Advertising Agency: Geometry Global, UK
Creative Director: Jez Cripps
Art Director: Josh Crossley
Copywriter: Stephanie Gane
Designer: Yan Cucco
Business Director: Karl Turley
Planner: Brendan Sturrock
Senior Account Manager: Vicky Yau
Project Manager: Nathan Royle
Head of Digital: Debbie Ellison
Augmented Reality Developer: Blippar
Developer: Edgar Adamovics
Project Manager: Marie-Claire Lindsay
Account Manager: Alisa Anantvoranich


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