Westminster City Council

The 100 Year Journey of the Unknown Warrior

Agency: TMW Unlimited


To commemorate the centenary of the burial of the Unknown Warrior, Westminster City Council and TMW UNLIMITED have joined forces with the Military Wives Choirs to re-record ‘Abide with Me’, a hymn sung at the public funeral service in 1920.
The campaign tells the story of the Unknown Warrior and their journey to their final resting place 100 years ago. ‘Abide with Me’ was one of the original tracks recorded at the ceremony in 1920 and became the first electrical recording ever sold to the public. The 3 min 37-second track and 10 min 41-second documentary ends with the strapline ‘Dedicated to all who have fallen in war and conflict. All who have come back, and all who have not.’ Created and recorded during lockdown, the production of the track became the journey itself – showing the power of music to bring people together during difficult times.
The campaign was produced by renowned musician, composer and producer, Sean Hargreaves and conducted by one of Britain's most distinguished conductors, Hilary Davan Wetton. 70 members of the Choirs travelled from across the UK to record each vocal part individually due to COVID-19 restrictions.

This professional campaign titled 'The 100 Year Journey of the Unknown Warrior' was published in United Kingdom in November, 2020. It was created for the brand: Westminster City Council, by ad agency: TMW Unlimited. This Integrated medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted over 3 years ago.


Advertising Agency: TMW UNLIMITED, UK
PR & Comms Lead: Erris de Stacpoole
Member for St James’s Ward and Armed Forces Champion, Westminster City Council: Mark Shearer
Chief Creative Officer: Graeme Noble
Creative Director: Phil Rhodes
Creatives: Alexei Awan, Matt Vaughan, Matt Walton
Planner/CSU Director: Joel Girling, Paul Dazeley
Business Director, TMW UNLIMITED: Taryn Payne
Producer: Millie Graham-Campbell
Production company: Move Studio
Head of Creative Production, TMW UNLIMITED: Millie Graham-Campbell
DOP: Thomas Rees-Kaye
Audio Post Production: Move Studio
Post Production: Move Studio
Music: Military Wives Choirs / Abide with Me
Music: William Henry Monk
Lyrics: Henry Francis Lyte
Arranged for the Military Wives Choirs by: Sean Hargreaves, Julia Hudson, Hilary Davan Wetton
Conducted by: Hilary Davan Wetton
Produced by: Sean Hargreaves
Mastered by: Tim Debney / Fluid Mastering


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