Leading up to Remembrance Day this year Canadians will have a new way of donating to the Royal Canadian Legion through a smartly designed, fully contactless Poppy box. 250 of the aptly named “Pay Tribute” Poppy boxes have been created to give Canadians choice in how they donate while preserving the tradition of wearing a lapel pin poppy as an act of Remembrance.
They have been engineered to operate in an unattended fashion, not requiring a Veteran or volunteer to accompany them as they have in the past as the Legion looks to keep those most vulnerable safe during this ongoing global pandemic. Instead, the boxes will be placed across the country in government buildings and retail environments including HSBC bank branches.
The new boxes accept all forms of tap enabled debit and credit card payments including mobile payments options such as Apple Pay and Google pay. The new boxes are completely cashless – a significant advancement in response to a society that is carrying less pocket change and includes the added security of donations being deposited into the Legion’s bank account immediately.
The “Pay Tribute” poppy boxes have a predetermined donation amount of $2 which allows for a truly contactless experience – circumventing the need for donors to interact with a payment keypad to enter their donation amount. A feature which is particularly important as Canadians become more reluctant to interact with surfaces they fear may be contaminated.
“Accessibility was central to the design of the new donation boxes.” says Ari Elkouby VP, Executive Creative Director of Wunderman Thompson Canada. “An illuminated poppy with a glowing white outline acts as both an indicator on where to tap to donate and a way of standing out in busy retail environments.” he says. “When a donation is made, the light turns green and an audible beep can be heard making the experience accessible for the both the hearing and visually impaired.”
The boxes are produced in Canada using durable, weather resistant materials which means they will last for years to come. The program and box design was spearheaded by Wunderman Thompson Canada and in collaboration with Avrio Payment Solutions with media handled by Touché. The campaign will be running from October 26 – November 11th and spans broadcast, social media, newspaper and a dedicated landing page at HSBC.ca/PayTribute.
Agency: Wunderman Thompson Canada
VP, Executive Creative Director: Ari Elkouby
Creative Director: Brigitte Ledermann
Design Director: Mike Butler
Copywriter: Tim Das, Sébastien Dupras-Rhéaume
Art Director: Lily Coyle
Strategist: Stephanie Gyles
Strategist: Arielle Peters
Business Director: Scott Miskie
Account Director: Mike Davidson, Chitty Krishnappa
Senior Project Manager: Roman Swietlik
Digital Project Coordinator: Mitchell Brennan
Project Manager: Alexa Legge
Associate head of integrated content & broadcast: Jennifer Cotton
Team Lead, Senior Production Artist: Patrick Conway, Sherri ODonnell
Print producer: Kim Fijan
Editor: John Collucci
Post producer: Christine Tsao
Production Coordinator: Madison Paquin
Retoucher / Prepress: Andy Smits
Producer: Maddy O’Shaughnessy
Production Company: The Faculty
Director: Daniel Kelley
Manufacturing Company: Agile Manufacturing Inc.
Technology Company: Avrio Solutions Inc.
PR: Hill+Knowlton Strategies
AVP Marketing – Lending, Deposits & Cards | RBWM Marketing Canada: Chris Lee
Marketing – Credit Cards & Unsecured Lending at HSBC Bank Canada: Pablo Velez Castro
EVP and Head of Retail Banking & Wealth Management, HSBC Canada: Larry Tomei
Source: Wunderman Thompson