A heavy load

Being a service member is not easy — those men and women shoulder an incredible load.

But how do you tell that story in a compelling way that resonates with civilians? How do you make annual Remembrance Day stories real to those who will never see the realities of military service?  The Royal British Legion put together this brilliant video for #ArmedForcesDay. Such a simple concept, and beautifully executed.

Each civilian is introduced by name and profession, personalizing them and making the individual relatable. The viewer walks through the civilian experience of loading the bag and trying to lift it.