Charity Brand Explainer Film

The Commonwealth War Graves Commission (CWGC) honours and cares for the men and women of the Commonwealth who died in the First and Second World Wars, ensuring they will never be forgotten. They asked us to create a brand explainer film covering the history of the organisation, its current operations, its charitable arm and be as much about the present and the future as the CWGC’s illustrious past.

The requested a modern, long-lasting and engaging film that inspires the viewer in the organisation’s history and modern-day task. We set about our process of researching the brand and going through a strategic exercise to distill all our research into nuggets of truth. These insights help us to explain the core concepts of the CWGC’s operation to people who may be entirely unfamiliar with their work. 

We started by organising the information into chapters and defining clear messages for each chapter. We wanted to make the video modular so each chapter could work as a standalone piece. This would enable a modern social media distribution strategy which requires shorter and more targeted information. 

We looked through their extensive archives to find the most impactful material. At the forefront of our minds was the fact that CWGC is not a museum – rather they are a constantly evolving, vibrant heritage organisation, so we wanted to make their work relatable to modern audiences, including young people. In order to do this, the archive material needed to be used in creative ways to ensure attention was held throughout. 

As part of the production process we travelled to Kenya to learn about the work that CWGC are carrying out to commemorate  soldiers from Africa. The stories there were so potent that we decided to create a separate human-interest story about a lady called Esther who was able to find closure after the CWGC commemorated her husband’s death with a plaque in India where he fell. The film is called Kwaheri Mutava. 

The client is delighted with the results of the film, fully aware of the fact that we went above and beyond the brief to pour love and attention to detail into the creation of this documentary. 

We hope you enjoy it.