Daffodil Day
Daffodil Day - Flower Activations
Creative Event Production by Jade Armstrong.
Public activation and immersive display | 2023
Clients: The GPT Group, Mirvac and Knight Frank - 8 Melbourne sites.
What happens when a city comes together to give?
This multi-site public activation raised awareness and donations for Cancer Council, supporting Australians impacted by cancer. Everyday commercial spaces were transformed into vibrant, flower-filled environments that invited the community to gather and give.
Over 9,000 daffodil stems were installed in immersive displays, where visitors could select flowers and donate. Curated arrangements in jars with custom tags extended the experience beyond the moment, encouraging ongoing support.
Grounded in the message “For all that cancer takes, give all that you can,” the activation raised over $10,000 for Cancer Council while creating a visible and uplifting presence across the city.
Jade led the concept, design and production of the activation across all sites.
Delivered as Creative Event Producer (Miei Group).
Sites: GPT Group - 181 William Street, 550 Bourke Street, Goldsbrough Village, Queen and Collins, 530 Collins Street | Mirvac - 477 Collins Street, 664 Collins Street | Knight Frank - 717 Bourke Street, 720 Bourke Street, 222 Exhibition Street.
Featured in:
Activation for The GPT Group, Mirvac and Knight Frank, across 8 sites, in Australia (2023).
