The Giant Poppy was an art installation in Auckland Domain measuring 40 metres in diameter, making it the largest poppy in the world. It was a social and public installation to honour the 100th Anniversary of WWI and the ANZACS sacrifice for our freedom and democracy.
The brainchild of Tony McNeight – Creator/Artist, this installation relied on community participation. The installation consisted of 59,000 specially minted red metal discs which were personalised with private messages from the public and placed on the ground to create a giant poppy shape.
Our role was to build public awareness, participation and stakeholder engagement. We did this mainly through a digital and social media campaign and website that sought donations. Under Tony McNeight's creative direction - Redfire designed all original elements, including the brand, marketing and promotional communications, advertising, digital strategy, digital assets, website design and development, and social media campaign.
Lest we forget!