ROYAL CANADIAN LEGION
REMEMBRANCE ISLAND
Role / Art Direction + Creative Direction
Client / The Royal Canadian Legion
Agency / Wunderman Thompson, Toronto
Credits / Ari Elkouby, Jon Webber, JXDVN, John Colluci, Jennifer Cotton, Chris Tait, Kyle Anderson, Matt Ball, Mike Davidson, Matt Good, Angie Lamanna, Waverly Shin
Year / 2019 + 2020
Every year on Remembrance Day,
the world shares a moment of silence at 11am to pay respect to the fallen.
But 100 years on, the true purpose behind this day is becoming a little lost. Especially on the younger generation, who have a very trivial perception of battle. So we found a way to speak to them in a language they were familiar with.
A custom map of an island covered in poppies
where there are no guns and no kills.
A place that invites exploration, understanding, respect and an opportunity for a generation to offer thanks.
Starting from Juno Beach, to the trenches of World War 1, to the battlefields of Afghanistan and through the ruins of Ypres,
players could stop to read and understand the significant sacrifices and victories that Canadian soldiers made.
On the eleventh hour of the eleventh day known as Remembrance Day, players could also pay their respects
by observing a moment of silence in front of a fortnite replica of the revered Vimy Ridge Memorial.
WATCH GAME PLAY
THE ROLL-OUT
Leading up to November 11, we tweeted trailers with the island code at gamers, influencers and notable Canadians to come and pay their respect by saluting the poppy. On the day, Canadians of all ages followed their curiosity and flocked to the island to experience this novel approach to learning about history.
THE RESULTS
19,000 of our target gamers
visited the virtual island in just 4 days
45 million earned media impressions
Officially accepted as a part of the
National War Museum’s interactive exhibit.
“ A unique way to help a younger generation understand
the sacrifices of veterans. ”
RECOGNITION
Gold
🥇 Shopper innovation + Activation Awards | Public Service: Experiential
🥇 Shopper innovation + Activation Awards | Public Service: Original idea
🥇 Shopper innovation + Activation Awards | Public Service: Targeting
🥇 Marketing Awards | Community Building
Winner
🏆 Applied Arts | Design: Digital Design Gaming Shoe-String Budget Single
Bronze
🥉 Atomic Awards | Best Digital Engagement
🥉 Atomic Awards | Niche Targeting
🥉 ADCC. The Advertising & Design Club of Canada | Interactive Games
🥉 ADCC. The Advertising & Design Club of Canada | Interactive Narrative
🥉 ADCC. The Advertising & Design Club of Canada | Interactive Non Profit
🥉 Marketing Awards | Direct
Shortlist
⭐ Cannes Lions | Branded Games
Honoree
🏅 The Webby Awards | Games - Best Art Direction
Nominee
🎤 The Webby Awards | Advertising, Media & PR - Game or Application
🎤 The Webby Awards | Advertising, Media & PR - Online Guerrilla & Innovation
Showcased
📖 Contagious | Included amongst the 25 best campaigns from around the world as chosen by the Contagious team from among the thousands of submissions.
OTHER WORK
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© Amritraj Gupta 2025