Armistice Centenary Commemoration

Westminster Council November 2018

An experiential event that compelled a whole city to engage with the sacrifices of the past.

We brought Piccadilly to a standstill by creating an experience that would restore meaning to the shocking death toll. The idea was driven by a startling realisation: if our war dead were to march past us in single file, it would take more than 10 days and 19 hours.

My role was to design the layout for each part of the film, which included facts, statistics and war stories of people from the local area.

Animation: Chris Moore

Creative Director Team: Phil Rhodes and Mark Urey

During evening rush hour on Friday 9th November, the famous Piccadilly advertising screens were filled with the sight and sound of relentless marching boots – each pair representing a soldier who died in the war. As the hour progressed, the death count in the bottom corner of the screen ticked ever upwards.

The event was covered by the media BBC, ITV, and Sky News who broadcast the event live. The experiential DOOH event went on to win Most emotional film and best Nonprofit at Brand Film Festival 2019, and was shortlisted for a Cannes Lion in the Outdoor category. Awards were also won at the DMA's and Creativepool in 2019.

© copyright Felicity Hall 2021