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.

RSA Anzac Day Poppy Wound print advertisement

The RSA invited New Zealanders to contribute to welfare of returned soldiers and the families of veterans through an online poppy field at Visitors to the website can donate, download poppies and other “related content” for mobile phones such as the Last Post ringtone.

RSA Plant a Poppy site


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.