The campaign comprised 2 phases: firstly to encourage people to donate handmade poppies and secondly to promote the display. I wanted to create big impact with a strong and memorable call to action and imagery that was obvious and self-explanatory.
Campaign launch
Community engagement
The response
In total, the campaign received 62,438 poppies from all over the world and more than 40,000 visitors, raising a significant amount of money for charity.