2022 Winner

CASE SUMMARY

The remembrance poppy turns 100 this year, as does our promise to never forget those who fought for our freedom. To honour this promise, and preserve each soldier’s memory, a new tribute is born: introducing the Immortal Poppy. They returned to the birthplace of this powerful symbol to collect the same poppies that inspired John McCrae’s poem so they could capture their beauty in exacting detail, and create a digital replica as timeless as our gratitude. All 118,000 fallen Canadians grace its petals and the walls of a virtual cenotaph. Their names and memory are forever linked to the blockchain, eternally preserving them in the form of 100 collectible NFT poppies. Each NFT perpetually raises funds for the Royal Canadian Legion every time it is sold or resold, making the giving immortal, too. An act of remembrance guaranteed to last beyond the next 100 years.

Credits

Agency: Wunderman Thompson (Canada)
VP, Executive Creative Director: Ari Elkouby
Copywriter: Angeline White
Art Director: Raj Gupta
3D Artist: Joacim Svedlund
Managing Director: Scott Miskie
Account Team: Mike Davidson, Shahana Zaib
Agency Producer: Jennifer Cotton
Strategy: Matt Ball, Barbara Jung
Production: Sauce Production
Editor: John Collucci
Technology Lead: Tim Voet
Developer: Kevin Tam
Audio Production: Pirate Radio
Audio Director: Chris Tait, Vanya Drakul
Colour Grading: Studio Feather
Photogrammetry: Arduinna Silva Studios

Client: Royal Canadian Legion
Clients: Freeman D. Chute, Dion Edmonds, Jessica Kovar, Leah O’Neill, Nujma Bond