2022 Winner

The Royal Canadian Legion worked with Wunderman Thompson to immortalize Canada’s fallen soldiers by creating a digital version of the poppy. To do so, the team used the blockchain technology behind NFTs, tapping into its ability to preserve data online. To create the “Immortal Poppy,” a real flower was taken from Flanders Fields in Ypres, Belgium and rendered into a digital format by an artist, who then overlaid the 118,000 names of those who fought for freedom. To honour the 100th anniversary of the Remembrance Poppy, 100 collectible copies of the NFT were created. The NFTs could be bought, sold and resold, with proceeds going directly, in perpetuity, to the Royal Legion Poppy Fund. Over $40,000 was raised at the time of submission.

Credits

Agency: Wunderman Thompson (Canada)
Chief Creative Officer: Ari Elkouby
Associate Creative Director: Angeline White
Associate Creative 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