The Lord Ashcroft gallery at the Imperial War Museum London showcases the world’s largest collection of Victoria Cross and George Cross medals.
e3 were appointed to create the launch campaign, website for the new collection, create awareness bringing visitors to the Imperial War Museum and to bring the stories of bravery to life using digital, social and outdoor engagements.
Solution:
The website gives the public a taste of what they can expect from the gallery by focusing on seven acts of bravery. The creative uses kinetic text, audio/graphical montage, animated comics and video to recreate each scene before allowing users to delve deeper into more detail by browsing through real-life artefacts and accounts from the day.
A Facebook game further extends the theme of heroes by putting you in the centre of seven challenges that tests your speed of thought, aptitude and dexterity. To play, assemble your squad from friends in your Facebook community, decisions you make along the way will impact on the outcome of the game promoting the gallery to a wider social base.
Finally, escalator panels extend the offline and online creative to create high impact digital ads. The ads also make use of the ability to link a series of escalator ads in sequence to make the creative even more engaging.