London-based funeral director Poppy’s is calling out outdated funeral practices with its first-ever ad campaign, by challenging the sector’s ‘Victorian’ traditions.

The outdoor-led campaign cheekily questions why people are still restricting themselves to austere, drab and joyless affairs – when modern firms like Poppy’s can offer its clients a wide array of flexible bespoke options, tailored to each individual’s needs.

Developed in partnership with creative strategy consultancy Craig + Bridget, assets will run across sites in south-west London close to Poppy’s headquarters in Tooting from today (22 May) until January 2024.

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“Working with clients like Poppy’s is one of the reasons we started Craig + Bridget. They have a vision to change their sector by doing things better. It was a privilege to spend time with them and create this thought-provoking work,” Craig + Bridget founders Craig Mawdsley and Bridget Angear said.

Named after its founder, Poppy Mardall, Poppy’s aims to reform the funeral sector by evolving the ways in which we deal with death as a society.

Mardell added: “We are really excited to launch this new campaign which sums up everything Poppy’s stands for – funerals need to move with the times, with much better care and support for the living and the dead.”