ROYAL CANADIAN LEGION
IMMORTAL POPPY
Role / Art Direction + Creative Direction
Client / The Royal Canadian Legion
Agency / Wunderman Thompson, Toronto
Credits / Ari Elkouby, Angeline White, Barbara Jung, Jeniffer Cotton, Mike Davidson, John Colluci, Pirate Audio
Year / 2021-2022
Younger Canadians were increasingly feeling less connected to the Remembrance poppy and the tradition of honouring the sacrifices of Canadian veterans.
To bridge this gap on the 100th Anniversary of the Poppy, we introduced Immortal Poppy NFTs, blending remembrance with modern technology to engage a younger, digitally-savvy audience.
We created a series of 100 NFTs,
each a 3D replica of poppies from Flanders Fields.
Each poppy was digitally engraved with the names of 118,000 fallen Canadian soldiers
so that their names would live on forever on the blockchain.
The NFT poppies were symbolically priced at .1111 ETH (Nov. 11) and each sale and resale of the NFTs benefitted veterans and their families.
This allowed for each NFT to become a token of remembrance and a modern means to support the Royal Canadian Legion.
IMMORTAL POPPY FILM
THE ROLL-OUT
Launched on November 11 on OpenSea, priced at 0.1111 Ethereum to commemorate Remembrance Day, accompanied by a dedicated website and social media campaign to enhance engagement and education.
THE RESULTS
$45,000 in NFT Sales
with a minimal media budget
87 million earned media impressions
with coverage in major news outlets like Bloomberg BNN, CTV, and Financial Times
10% royalty from each resale directed back to the Legion
ensuring ongoing support
“Turning to NFTs, we’ve connected a century-old tradition with the pulse of the current generation, ensuring that the act of remembrance remains as enduring as the legacy it honors”
RECOGNITION
Grand Prix/Best of Show
👑 Marketing Awards | Craft/Art Direction
Gold
🥇 Marketing Awards | Public Service
Silver
🥈 ADCC. The Advertising & Design Club of Canada | Interactive - Non Profit and Public Service
Bronze
🥉 Shopper innovation + Activation Awards | Tech breakthrough
🥉 Marketing Awards | Online
🥉 ADCC. The Advertising & Design Club of Canada | Interactive - Creative Data
Winner
🏆 Applied Arts | Craft Motion / Animation
🏆 Applied Arts | Experiential / Digital Engagement
🏆 Applied Arts | Public Service Announcement / Charity Digital Advertising
Shortlist
⭐ Communication Arts | Motion Graphics Design
⭐ Clio Awards | E-commerce - Digital/Mobile
⭐ D&AD | E-Commerce - Cultural Experiences
⭐ One Show | Creative Effectiveness: Non-Profit / Charity
Nominee
🎤 The Webby Awards | NetArt - Websites and Mobile Sites
Merit
👏🏼 Marketing Awards | Direct
Showcased
Most Contagious Report | Included amongst the 25 best campaigns from around the world as chosen by the Contagious team from among the thousands of submissions
OTHER WORK
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© Amritraj Gupta 2025