Win Sainsbury's · 2014
A Christmas ad made with the Royal British Legion
What happened
For the centenary of the First World War, Sainsbury's retold the 1914 Christmas truce, produced with the Royal British Legion, with profits from the tie-in chocolate bar going to the Legion. It drew complaints to the ASA — which were not upheld — and became the most-remembered UK Christmas ad of its year.
Why it worked
A memorial subject was handled with the institution that owns it, with historians involved and money flowing to veterans. The commercial element was one modest product, disclosed.
The rule
You can work with a commemorative subject if the custodian organisation is a partner rather than a footnote, and if the money goes the right way.
Takeaway
Partnership is the difference between commemorating and borrowing.