Hemorio Ambient TINY HOLE by Binder Visão Estratégica

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Industry Charities, Foundations, Volunteers, Blood Donation
Media Ambient
Market Brazil
Agency Binder Visão Estratégica
Creative Director Marcos Apostolo
Art Director Leandro Bechara, Marcelo Andrade
Copywriter Pedro Drable, Mariana Louzada
Photographer Rudy Huhold
Account Supervisor Christina Santos, Dryelle Soares
Service Agency SONIDO
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: HEMORIO
Product/Service: BLOOD BANK

Art Director: Leandro Bechara (Binder Visão Estratégica)
Art Director: Marcelo Andrade (Binder Visão Estratégica)
Copywriter: Mariana Louzada (Binder Visão Estratégica)
Copywriter: Pedro Drable (Binder Visão Estratégica)
Account Supervisor: Christina Santos (Binder Visão Estratégica)
Account Supervisor: Dryelle Soares (Binder Visão Estratégica)
Head Of Art: Marcus Saulnier (Binder Visão Estratégica)
Creative Director: Marcos Apóstolo (Binder Visão Estratégica)
Film Editing: Jefferson Barcellos (Binder Visão Estratégica)
Art Buyer: Bianca Repsold (Binder Visão Estratégica)
Art Buyer: Clara Queiroz (Binder Visão Estratégica)
Production: Edileusa Lima (Binder Visão Estratégica)
Production: Pedro Esteves (Binder Visão Estratégica)
Media Supervisor: Andrea Corrado (Binder Visão Estratégica)
Media Supervisor: Andrea Afonso (Binder Visão Estratégica)
Photographer: Rudy Huhold ()
Advertiser Manager: Valéria Bravo (Hemorio)
Sound Director: Lucas Duque (Sonido)
Account Manager: Glaucio Binder (Binder Visão Estratégica)
Account Manager: Flávio Cordeiro (Binder Visão Estratégica)

Results and Effectiveness

The results were outstanding. The number of participants in Hemorio's Blood Donors' Week event was four times bigger than the previous record. And the number of actual donors was three times bigger. In only two days, we gathered enough blood to save up to 2.732 lives. All of that with a tiny hole.

Creative Execution

The subtle but clear intervention in the form of a little hole was studied carfully by our agency, to achieve a result that not only would stand out in the newspaper, but also would't affect readability or damage the journal. Along with the ad, we also created the visuals and BTL advertising for the whole Hemorio event.

Insights, Strategy and the Idea

To promote Blood Donors' Week and raise the number of donations for Hemorio's Blood Bank at a branded event, our agency used a different media approach. Part of the edition of Metro newspaper, to be distributed all over Rio de Janeiro, was a tiny hole pierced through the entire newspaper, but still keeping it fully readable. That edition came with an ad for Hemorio, that stated that a small hole may have no difference in the reader's life, but could be everything for someone who needs a blood donation.