Hemobali Design & Branding, Case study MY BLOOD IS RED AND BLACK, 8 by Leo Burnett Tailor Made Sao Paulo

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MY BLOOD IS RED AND BLACK, 8

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Industry Sports Teams & Events, Advertising agencies, Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Executive Creative Director Guilherme Jahara
Released May 2013

Awards

Cannes Lions 2013
Design Lions Self Promotion Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Self Promotion
Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA
Product/Service: FOOTBALL TEAM
Agency: LEO BURNETT TAILOR MADE São Paulo, BRAZIL
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Creative Directors: Marcelo Reis/Guilherme Jahara/Rodrigo Jatene (Leo Burnett Tailor Made)
Art Directors: Rodolfo Fernandes/Alexandre Pagano/Guilherme Jahara (Leo Burnett Tailor Made)
Copywriters: Erick Mendonça/João Caetano Brasil (Leo Burnett Tailor Made)
Account: Pablo Artega/Junior Bottura/Anelene Putini (Leo Burnett Tailor Made)
Media: Fernando Sales/André Massuda (Leo Burnett Tailor Made)
Planner: Marcello Magalhães/Tiago Lara/Manuela Gambagorte (Leo Burnett Tailor Made)
Agency Producer: Celso Groba/Maria Fernanda Moura/Rafael Messias/Camila Aquino (Leo Burnett Tailor Made)
Client's Approval: Adilson Baptista Jr./Leandro Hamiro Dos Santos/Carlos Sérgio Falcão/Alexi Portel (Hemoba/Esporte Clube Vitória)
Production Company: Bia Flecha/Fernando Sanches (Vetor Zero/Brasileira Filmes)
Photography: Gabriel Teixeira ()
Sound Company: (Audioboutique)
Locutor: Wagner Moura ()
Brief Explanation
It's a fact: people are only motivated to donate blood when someone they like is in need. We needed to get people to find a little bit of their time, leave home or work and go to the donation centers. We needed to create movement in the state in order to get a huge amount of blood due to Hemobá's urgency.
Describe the brief from the client
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.

Design Process
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 go back to normal, stripe by stripe as blood was being donated. We built the whole campaign and its design around the colors and symbols of Vitoria Football Clubs'centenary jersey. It would speak directly to the supporters, turning the subject of donating blood into a team thing. Something you do for your club.

Results
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 vendors. The club immortalized the campaign in its memorial and is producing a documentary.