Hemobali Case study MY BLOOD IS RED AND BLACK [video] by Leo Burnett Tailor Made Sao Paulo

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MY BLOOD IS RED AND BLACK [video]

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Industry Sports Teams & Events, Blood Donation
Media Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Executive Creative Director Guilherme Jahara
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Stunts & Live Advertising Gold
Design Lions Self Promotion Silver

Credits & Description

Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA
Agency: LEO BURNETT TAILOR MADE
Category: Charities
Advertising campaign: MY BLOOD IS RED AND BLACK
Client´s Approval: Adilson Baptista Jr. (Hemoba/Esporte Clube Vitória)
Account: Anelene Putini (Leo Burnett Tailor Made)
Agency Producer: Camila Aquino (Leo Burnett Tailor Made)
Agency Producer: Celso Groba (Leo Burnett Tailor Made)
Copywriters: Erick Mendonça (Leo Burnett Tailor Made)
Media: Fernando Sales (Leo Burnett Tailor Made)
Production Company: Fernando Sanches (Vetor Zero/Brasileira Filmes)
Photography: Gabriel Teixeira
Art Directors: Guilherme Jahara (Leo Burnett Tailor Made)
Creative Directors: Guilherme Jahara (Leo Burnett Tailor Made)
Account: Junior Bottura (Leo Burnett Tailor Made)
Creative Directors: Marcelo Reis (Leo Burnett Tailor Made)
Client´s Approval: Leandro Hamiro Dos Santos (Hemoba/Esporte Clube Vitória)
Planner: Manuela Gambagorte (Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Account: Pablo Artega (Leo Burnett Tailor Made)
Creative Directors: Rodrigo Jatene (Leo Burnett Tailor Made)
Planner: Tiago Lara (Leo Burnett Tailor Made)
Locutor: Wagner Moura
Art Directors: Alexandre Pagano (Leo Burnett Tailor Made)
Client´s Approval: Alexi Portel (Hemoba/Esporte Clube Vitória)
Media: André Massuda (Leo Burnett Tailor Made)
Agency Producer: Rafael Messias (Leo Burnett Tailor Made)
Art Directors: Rodolfo Fernandes (Leo Burnett Tailor Made)
Production Company: Bia Flecha (Vetor Zero/Brasileira Filmes)
Client´s Approval: Carlos Sérgio Falcão (Hemoba/Esporte Clube Vitória)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Copywriters: João Caetano Brasil (Leo Burnett Tailor Made)
Planner: Marcello Magalhães (Leo Burnett Tailor Made)
Agency Producer: Maria Fernanda Moura (Leo Burnett Tailor Made)
Client Brief Or Objective
Blood banks have their greatest shortage of blood in the months of June and July. This happens because of school vacations (families travel around the country together) and regional traditional festivities. We needed to increase blood donations for Hemoba, the Blood Bank of the State of Bahia. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25% during this period.
Implementation
We took off the red of the Vitória’s centenary shirt. Only with the direct participation of the fans, through blood donations, would the color of the jersey come back, stripe by stripe as blood was being donated. On the first day, there was a press conference, then the team entered the field in a kit without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. After the match, we premiered a campaign including a TV spot narrated by Wagner Moura, actor who played “Capitão Nascimento” in the “Elite Squad” films and a fanatical Vitória supporter.
Outcome
An increase of 46% in blood donations. With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Videogame players developed the new uniforms for Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found at street venders. The club immortalized the campaign in its memorial and is producing a documentary.
Relevancy
It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. In a country that loves football so much, using the power and visibility of players and the sport itself, there was the power to really engage people and turn the campaign into a National subject.