To raise awareness of the Two Minute Silence on Armistice Day, we invited A-list celebrities to put a poppy to their lips and remain silent for our cameras.
We were hoping to target some of the hard-to-reach younger audience.
On the morning we released the film we woke up to blanket print coverage (including two front pages), a full schedule of broadcast interviews and thousands of online mentions.
All delivering The Royal British Legion message: Please respect the Two Minute Silence on the eleventh hour of the eleventh day of the eleventh month.