The Royal British Legion "Rethink remembrance" by Rainey Kelly Campbell Roalfe/Y&R

The Royal British Legion has put a twist on its annual Poppy Appeal campaign.

Created again by Rainey Kelly Campbell Roalfe/Y&R, this year’s effort emphasises that there is a new generation of veterans that needs support. A film shows British World War II veterans sharing personal stories of survival, but at the end it’s revealed that those testimonies are actually those of modern veterans.

Like last year, when campaign photos were taken using techniques available in the 19th century, the print ads have a vintage touch, with copy typeset on a period typewriter. The portraits were shot by Scottish photographer David Eustace.