To commemorate the 75th anniversary of D-Day and to mark their own 25th anniversary, Eurotunnel Le Shuttle commissioned a campaign to tell the incredible story of World War II veteran Wally Par – a member of the Ox & Bucks light infantry. Landing in silent gliders, he was part of a secret operation during the Normandy landings to capture and secure in-land bridges – ensuring the allied advance could continue. Tasked with capturing Pegasus Bridge and holding it until the reinforcements arrived from the beaches; ‘Ham & Jam’ were the codewords signalling the bridges had been captured and secured.
This campaign followed Barry and Jack, Wally’s son and great grandson, as they return to Normandy to reconnect with their incredible family story.
Our Brief: How could we commemorate the anniversary of possibly the most significant day in recent history while delivering an insightful, emotional and sensitive message about a family with an incredible story to tell?
A hero film delivered with a suite of ancillary content where we followed Barry Parr and his grandson Jack Phillips as they travelled to Normandy and Pegasus Bridge ahead of the 75th anniversary celebrations to retrace Wally’s footsteps. An emotional piece full of reflection, meeting old friends and educating Jack, who had never been to Normandy, on his great grandad’s incredible story.
The campaign included an animated recreation of the Pegasus Bridge assault, bringing the incredible story to life once again.
Results: Over 1M+ views, 100% viewability, 98% positive sentiment, 53% VTR, 37% brand consideration uplift, national press coverage including BBC, evening standard, 39% brand uplift, 43% over delivery on views.
Testimonial: “Some projects remind you of how wonderful it feels when things all click. Ham & Jam will always sit in that category. We got a collection of beautifully-produced assets, delivered on time and on budget. The media plan over-delivered on the KPIs we’d set, and engagement was incredibly positive. I was lucky enough to be able to be on set for the filming; the camaraderie, professionalism and passion displayed on that
shoot – by the crew and the people they had found for us to film – will stay with me for all the best reasons”.
(Marketing & Sales Director, Eurotunnel Le Shuttle)