Connecting with a new generation of Canadians

The Royal Canadian Legion needed to reach a younger and more diverse group of Canadians to continue supporting Veterans and communities across the country. We partnered with the organization to adapt its brand and presence for the digital age.

Inspired by the courage of Veterans, we created the Our Duty concept to tell the Legion's story with more impact and emotion — appealing both to people's national pride and personal pride in order to help drive awareness, member recruitment and Poppy Store sales.

The new creative platform has sparked several national TV and digital campaigns, a complete website redesign and award-winning social media engagement, and has transformed the relationship of Canadians with the over 100-year-old organization.