The Royal Canadian Legion

Challenge

The Legion is celebrating 100 years, but donations and participation are declining, and many Canadians are losing their connection to the military and the causes it supports.

Insight:

Sticky notes are usually used to remember small things — so we reframed them as a way to remember something much bigger.

Idea:

We're creating an unforgettable moment in Union Station using only post-its, each containing personal messages from veterans and their families. The mural will be a portrait of Alan 'Scotty' Davidson, one of the many soldiers that left from Union Station during WWI but never returned.

Step 1: Collect The Post-its & The Stories

We designed a self-contained system that made it easy for Legion branches to participate while ensuring every note could be safely collected, returned, and included in the final mural.

We also captured moments at select Branches in Ottawa and Toronto during the commemorative events on July 7th, focusing on Branch members and real people sharing who they're honouring and writing messages of remembrance on sticky notes.

Step 2: Build the Mural & Excitement

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Step 3: Drive Traffic & Amplify

In November, we'll capture the unveiling day at Union Station as a public moment of remembrance, focusing on people's reactions and the space itself. The content will show people encountering the mural, reading the messages up close, and interviews where they can share their stories and tie it back to the Legion's mission, with clear donation and membership CTAs. By digitally rearranging the collected post-its we will create portraits of other soldiers and nurses and highlight their stories on social and OOH.