The Royal Canadian Legion

Challenge

The Legion is celebrating 100 years, but with donations flatliningand participation in declining, one of Canada’s most historic institutions andthe veterans they support are at risk of being forgotten.

Insight:

Sticky notes are usually used to remember small things, so we reframed them as a way to remember something much bigger.

Idea:

For this Remembrance Day, we're creating an unforgettable moment in Union Station using only post-its, each containing personal messages from veterans and their families.

The mural will be a portrait of Alan 'Scotty'Davidson, one of the many soldiers that left from Union Station during WWI but never returned.

Challenge:

The Legion is celebrating 100 years, but with donations flatlining and participation declining, one of Canada's most historic institutions and the veterans they support are at risk of being forgotten.

Insight:

Sticky notes are usually used to remember small things, so we reframed them as a way to remember something much bigger.

Idea:

For this Remembrance Day, we're creating an unforgettable moment in Union Station using only post-its, each containing personal messages from veterans and their families. The mural will be a portrait of Alan 'Scotty' Davidson, one of the many soldiers that left from Union Station during WWI but never returned.

Step 1: Collect The Post-its & The Stories

We designed a self-contained system that was shared nationally to all 1350 branches making it easy for members and their surrounding communities to participate while ensuring every note could be safely collected, returned, and included in the final mural.

We also captured moments at select Legion branches in Ottawa and Toronto during the commemorative events in July, focusing on branch members and real people sharing who they're honouring through their messages of remembrance.

Step 2: Build the Mural & Excitement

Once the post-its are returned we'll put together the mural and develop teaser social content to pique interest and gain momentum in the months leading up the mural reveal. We also introduce our WWI heroes and their stories through social, digital and OOH.

Step 3: Drive Traffic & Amplify

Come November, we'll capture the unveiling day at Union Station as a public moment of remembrance, focusing on people's reactions and the space itself. The content will show people encountering the mural, reading the messages up close, and interviews where they can share their stories and tie it back to the Legion's mission, with clear donation and membership CTAs. By digitally rearranging the collected post-its we will create portraits of other soldiers and nurses and highlight their stories on social and OOH.