The amazing work 'We're Here Because We're Here' marked the centenary of the first day of the Battle of the Somme, and it could have been so many things.

A film.

A ceremony.

A parade.

In the end, this work was a little bit of each but more than anything, it was an experience.

The artist took a risk that there would be inherent power in placing young men in current settings, with no explanation. Just a bit of eye contact, and a card carrying the identity of a soldier killed in the battle, should someone choose to interact with this living tribute.

Seeing this last year reminded me that experiential is still, and always will be, one of the most amazing channels through which to reach people. Of course it is. You don't tell them what to think. You just present them with something and let them see and feel the message for themselves, and take it in through their own lens.

This was a beautiful, simple idea and it will, I think, always be one of my most admired pieces of experiential work. 

This Creative Review interview with the artist, done by historian Jon Snow - and the images in it - are well worth a look.