what we did
Brand Design, Visual Communications Strategy, Social Media Content and Community Management, Advertising, Marketing Collateral, Website Design
THE GIANT POPPY
The Giant Poppy was art installation in Auckland Domain to build the largest poppy in the world - honouring the 100 Year anniversary of WWI and the ANZACS sacrifice for our freedom and democracy.
The brainchild of Tony McNeight – Creator/Artist, this installation relied on community involvement to write personal messages of remembrance and place their dic that collectively made up the Poppy. As Tony said - “My idea is to build an art installation in the shape of a Giant Poppy in the Auckland Domain where everybody has an opportunity to participate in its creation. This will honour the 100 Year Anniversary of WW1 and the ANZAC’s sacrifice to protect our ongoing freedom and democracy.”
Under Tony McNeight's creative direction - Redfire designed all creative elements including the brand, marketing and promotional communications, advertising, digital strategy, digital assets, website design and development, and social media campaign.
The installation, consisting of 59,000 (number of New Zealanders killed or wounded in WW1) specially minted red metal discs were personalised with private messages from the public and placed on the ground to create a giant poppy shape. These discs made up a giant poppy 40 metres in diameter making it the biggest poppy in the world.
Lest we forget!