Many Canadians are losing their personal connection to war and veterans, and the donation support at traditional ‘poppy boxes’ was on the decline. To appeal to a younger audience as well as new Canadians, we launched Canada’s first ever digital poppy. The shareable mechanic itself was not enough to form a connection with the target audience so we launched a campaign and website that sought to reimagine the poppy as a symbol of Canadian pride, with commonly shared values – Openness, compassion, equality, inclusion – being the connection between Canadians past and present.