Agency Johnny Fearless teamed up with Aardman Animations (the creators of Wallace & Gromit) to create the above 90-second spot promoting Imperial War Museum London’s First World War Galleries, entitled “Flight of the Stories.”
The First World War Galleries will re-open on July 19th, which marks the start of the Centenary commemorations. “Flight of the Stories” imagines “the journey of personal stories and letters written by those who never left the fields of Northern France during the First World War.” These stories and letters are depicted as a series of quotations, traveling across France and over the English Channel to find their home at the Imperial War Museum London, while accompanied by lines read “from letters and diaries entrusted to the museum by relatives during and at the end of the First World War.” The effect is striking, with Aardman drawing inspiration from the art of the period and combining 2D illustrations with 3D CGI animation.
“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,” explained Paul Domenet, executive creative director, Johnny Fearless.
“Flight of the Stories” will run online and in cinemas as part of a multimedia campaign including posters, press and radio. Stick around for credits and a “making of” feature after the jump.
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
Producer: Helen Argo
Post Production: Aardman/Big Buoy
Sound Design: Grand Central
Sound Designer: Ben Leeves
Music: Soviet Science