To expand upon its successful 'Every Pin Tells a Tale' campaign, The Royal British Legion launched an all-new augmented reality campaign.
To tell the story of great sacrifice and triumph at the Battle of Passchendaele during World War I, The Royal British Legion commissioned a number of limited-edition Passchendaele poppy lapel pins. These special pins were created with British artillery shell fuses and earth samples collected from the site of the battlefield. With the help of technology company Blippar, the new campaign humanizes the 60,083 soldiers who bravely participated in battle.
When each pin is taken out of its commemorative box and scanned with the Blippar app, one will find themselves transported back in time by the deeply meaningful and personal stories of soldiers, pilots and nurses.