RSA Anzac Poppy Wound
The RSA (Royal New Zealand Returned and Services’ Association) in New Zealand advertised their annual fund raising appeal for Anzac Day 2009 with a print advertising campaign linking the traditional red poppy with the bullet wounds that have ended the lives of many soldiers.
The RSA invited New Zealanders to contribute to welfare of returned soldiers and the families of veterans through an online poppy field at www.anzacpoppy.com. Visitors to the website www.anzacpoppy.com can donate, download poppies and other “related content” for mobile phones such as the Last Post ringtone.
The Poppy Wound ad was developed at M&C Saatchi, Auckland by executive creative director Todd Waldron, copywriter Leon Hayward, art director Rene Van Wonderen, designer Woody, photographer Steven Boniface, with retouching done at The Lounge and modeling/makeup done at Gyro Constructivists.