The Royal British Legion "the story behind the poppy" by Rainey Kelly Campbell Roalfe/Y&R

This year, The Royal British Legion has gone more low-key with its Poppy Appeal campaign.

In 2014, the charity scored tons of free press with its "every man remembered" work, which found celebrity namesakes who died in the First World War. The latest work – again by Rainey Kelly Campbell Roalfe/Y&R – juxtaposes pictures of WWI soldiers with shots of modern-day servicemen and women, taken using only the equipment and techniques available at the start of the 19th century. The work, which will be exhibited at the National Media Museum, was created by Psembi Kinstan and Alex Bamford. The photographer was Tom Reeves.