The following rejected ideas give a new insight into the communications strategy that failed to convince the majority of British voters to stay in the EU.

"We never normally release work that we produced on behalf of a client but that hasn’t run," Moray MacLennan, worldwide chief executive of M&C Saatchi, says. "But this time is different. We are still emotionally engaged, the issue is – and will remain – of vital importance and it might help to air some of these ideas."

Could the Remain camp have made a stronger case to the public if any of these ads had made the cut? Judge for yourself.

Created by Saatchi & Saatchi:

Created by M&C Saatchi:

Created by CHI & Partners: