Royal Canadian Legion Remembers Fallen Soldiers with ‘Immortal Poppy’ NFTs
To mark the centennial anniversary of the Remembrance Poppy on November 11th, the Royal Canadian Legion partnered with Wunderman Thompson Canada to preserve the memory of the 118,000 fallen Canadian soldiers by utilising digital art to encrypt their names into an enduring symbol - 'The Immortal Poppy.' The collection of 100 limited edition NFTs will be sold to raise money for the Royal Canadian Legion.
The Royal Canadian Legion has been selling lapel poppies as an act of Remembrance and part of a fundraising campaign in support of Canadian veterans and their families for 100 years. Adding a new digital dimension to mark the centenary, 100 limited edition NFTs (Non-fungible tokens) will be sold on the popular online marketplace Open Sea. Each 60 second NFT features a real poppy which has been plucked from Flanders Field in Belgium and 3D scanned to preserve it for eternity. The poppy’s petals are etched with the names of fallen soldiers as a reminder of the fragility of life. The NFT also features a large memorial wall with the names of fallen soldiers along with names of soldiers who are given special prominence due to their significance.
“We wanted Canadians to see the poppy in a way they never have before” said Ari Elkouby, VP ECD at Wunderman Thompson Canada. “It was important for us to highlight the names of soldiers that represented diverse groups as a reminder that people from every background gave their lives for our country.”
“Technological advancements offer new opportunities, and we’re excited to provide multiple options to make it easy for people to support the campaign,” explains says Dominion President Bruce Julian.
All the proceeds of the sale of each NFT goes toward the Legion as does 10% of each secondary sale, creating a perpetual fundraising mechanism. The ‘Immortal Poppy’ campaign is being supported by paid social and PR through November 11th. Those interested in learning more about background of the project are encouraged to visit here.
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
Audio Production: Pirate Radio
Audio Director: Chris Tait, Vanya Drakul
Colour Grading: Studio Feather
Photogrammetry: Arduinna Silva Studios
Royal Canadian Legion
Royal Canadian Legion: Freeman D. Chute, Dion Edmonds, Jessica Kovar, Leah O’Neill, Nujma Bond, Lia Taha Cheng
Category: Awareness , Corporate, Social and PSAs