"If you're going to intrude on the public, the least you can do is offer them something that merits their attention and makes a positive association with your brand. I think the poppy garden planted in Covent Garden by Kenzo last weekend fulfilled both criteria. The poppy is the symbol of the FlowerbyKenzo fragrance, and passers-by seemed fascinated by the garden. At the end of the weekend the poppies were given away to anyone who wanted some - a nice touch."
Medium: A field of poppies in Covent Garden
Outdoor planning and buying: Ben Milne at Hyperspace and Adam MacGregor
Media planning: Alex Rusell at Carat
Brief: Grow a poppy field in the heart of a major city to bring optimism
and poetry to the urban world