The New Guard

11. Aug 2017

Saving Lives: From Dunkirk To The RNLI

  • — The Brief

    With Christopher Nolan’s Dunkirk hitting cinemas across the UK in July 2017, we aligned with Warners Bros. Pictures to promote the war epic through content themes of ‘heroism’ and ‘saving lives’.


    Briefed with creating relevant content not heavily reliant on history, we organically posted the Dunkirk trailer on Facebook and gathered community sentiment to drive our creative process. Joyride then produced a hero film that tells Becky’s story…


    Becky’s Great Uncle was involved in the dangerous rescue mission that shook the world 77 years ago. She now follows in his heroic footsteps by volunteering for the Royal National Lifeboat Institution (‘The New Guard’) around the Kent coastline.


    To celebrate the release of the film Dunkirk we went to meet Becky, whose Great Uncle sailed to save thousands during the evacuation, now she follows in his fearless footsteps.

    Posted by LADbible on Tuesday, July 18, 2017


    We used this cross-generational angle of storytelling to drive our message. The original film received strong positive comments for being inspirational and educational, with our community actively sharing real-life stories of heroic deeds, both past and present.


    Editorial complimented our hero video – posted on Facebook, Instagram and Stories – which explored Becky’s family tradition in more detail, from the beaches of Dunkirk to present day RNLI rescues. Read our original article here.


    Legendary director Christopher Nolan (and team) personally signed off the final edit before activation.


    The New Guard has reached 6.5M people, was viewed more than 3.6M times and attracted 26K engagements across our social platforms.

  • — Results

    – 6.5 Million People Reached

    – 3.6 Million Video Views

    – 26 Thousand Social Engagements