Aardman and ad agency Johnny Fearless have created a new film and campaign to promote Imperial War Museums (IWM) London and its new First World War Galleries commemorating the First World War Centenary.

The 90-second film, “Flight of the Stories”, depicts the journey of personal stories and letters written by those who never left the fields of Northern France during the First World War.

In the film, ‘quotation mark’ characters symbolizing these stories emerge as lines are read from letters and diaries entrusted to the museum by relatives during and at the end of the First World War.  As the voices gather, the bird-like characters join to form a flock, taking flight across Northern France and the English Channel, over London, and finally resting at IWM London.

A super reads: “Many never came back. But their stories have.”

“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, “ said Paul Domenet, executive creative director, Johnny Fearless.

Aardman combined 2D illustrations and 3D CGI animation techniques to create a hybrid effect, bringing to life the bold landscapes and muted palettes of war artists from the era.

“Flight of the Stories” will be screened online and in cinemas from Monday, July 7th as part of a multi-platform campaign supported by posters, press, radio and online ads promoting the new First World War Galleries.
 

Credits

Client Imperial War Museums Agency Johnny Fearless Paul Domenet, executive creative director/copywriter; Pia Knight, art director; Christian Lobo, producer; Anne-Fay Townsend, planner. Production Aardman Darren Dubicki, director; Helen Argo, producer. Post Aardman/Big Buoy Sound Design Grand Central Ben Leeves, sound designer. Music Soviet Science

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