Aardman and Johnny Fearless create new campaign for Imperial War Museums (IWM)
7th July, 2014 – Aardman and ad agency Johnny Fearless have created a new film and campaign to promote IWM London and the new First World War Galleries (opening 19 July) and to commemorate the First World War Centenary.
The 90-second film, “Flight of the Stories”, depicts the journey of personal stories and letters written by those who never left the fields of Northern France during the First World War.
In the film, ‘quotation mark’ characters symbolising these stories emerge as lines are read from letters and diaries entrusted to the museum by relatives during and at the end of the First World War. As the voices gather, the bird-like characters join to form a flock, taking flight across Northern France and the English Channel, over London, and finally resting at IWM London.
Paul Domenet, Executive Creative Director, Johnny Fearless, said:
“ We wanted to bring people to IWM London to see and hear the words of those who lived and died through the war for themselves and encourage them to reappraise the First World War in a way, which is different to the stereotypical mud and blood imagery. “
Aardman combined 2D illustrations and 3D CGI animation techniques to create a hybrid effect, bringing to life the bold landscapes and muted palettes of war artists from the era.
Darren Dubicki, Director, Aardman, adds: “We took an idea that was to create a powerful piece of imagery that is suggestive of the paintings from the era coming to life, and therefore a stunning promotional piece for the Museum’s commemoration plans.”
“Flight of the Stories”will be screened online and in cinemas from Monday 7 July as part of a multi-platform campaign supported by posters, press, radio and online ads promoting the new First World War Galleries.
The posters feature the stories of personal objects will run in Underground stations on cross-track and platform posters, tube cards and digital panels.
Johnny Fearless was appointed by the IWM in an AAR-organised pitch in April 2013.
“The film is both beautiful and poignant,” says Penny Hamilton, Head of Brand and Marketing, IWM. “I think it captures exactly what we were trying to convey – for whilst it is true that some of the people never made it back from the fighting front, their stories have, and it is our duty at IWM to ensure that they continue to be told. This what we will be doing in our new First World War Galleries.”
IWM London and the new First World War Galleries will reopen on 19 July 2014 ready to mark the official start of the Centenary commemorations.
Client: Penny Hamilton, Head of Brand and Marketing, IWM
Brief: To promote IWM London (part of Imperial War Museums) and its new First World War Galleries
Agency: Johnny Fearless
Executive Creative Director: Paul Domenet
Art Director: Pia Knight
Copywriter: Paul Domenet
Planner: Anne-Fay Townsend
Account Director: Sarah Keates
Agency Producer: Christian Lobo
Production Company: Aardman
Director: Darren Dubicki
Producer: Helen Argo
Post Production: Aardman/Big Buoy
Sound Design: Grand Central
Sound Designer: Ben Leeves
Music: Soviet Science
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