2022 Winner

Inspired by the popularity of NFTs, the Royal Canadian Legion and Wunderman Thompson married the blockchain technology’s unique ability to preserve data with the powerful symbol of the poppy to honour and immortalize Canada’s fallen soldiers. To create the “Immortal Poppy,” an actual flower was taken directly from Flanders Fields in Ypres, Belgium, the birthplace of the Remembrance Day symbol. An artist then rendered the poppy into a digital format. For the final touch, all 118,000 names of those who fought for freedom were overlaid onto the petals.

To commemorate the 100th anniversary of the Remembrance Poppy, 100 collectible copies of the NFT were created, and each one was priced to reflect the date of Remembrance Day (0.1111 ETH or CDN $667.87). The NFTs could be bought, sold and resold, with proceeds going directly, in perpetuity, to the Royal Canadian Legion Poppy Fund. A campaign video yielded 86 million impressions in two weeks, and media attention included coverage in the Toronto Star, BNN Bloomberg, CTV News and
the Financial Post, among others. Over $40,000 was raised by NFT sales 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