Invictus Games

Captain of my Soul

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THE CAMPAIGN

Edge helped to drive the success of the 2018 Invictus Games with a multi-phase campaign designed to build awareness, engagement and action over the 18 months leading up to the event.

In the final few weeks before the opening ceremony, we needed a final push. That’s where ‘Captain of My Soul’ came in.

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Dialling up the

EMOTION

Captain of my soul featured real servicemen and women, veterans, those who’d lost loved ones in service and HRH Prince Harry, all reciting lines from William Ernest Henley’s 1875 poem ‘Invictus’ as a tribute to the indomitable spirit of those who compete in the games.

Sold out all events

Across the whole campaign, Edge helped the Invictus Games sell out every event, and ensure that the games were viewed by over 3.6M people.

26.8M

Social engagements

1.2M

Free media

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Logie Nomination

MOST POPULAR TELEVISION COMMERCIAL

“I AM the Captain of my Soul” was nominated amongst some of the biggest TVCs of the year in the 2019 TV WEEK Logie Awards for most popular TV commercial – the first time this award category had ever run.