BLOOD by Z+ Sao Paulo for Albert Einstein Hospital

BLOOD

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Industry Public Safety, Health & Hygiene, Blood Donation
Media Promo & PR, Case study
Market Brazil
Agency Z+ Sao Paulo
Executive Creative Director Leo Macias E Alan Strozenberg
Creative Director Leonardo Macias
Art Director Fabio Sao Pedro
Copywriter Leandro Camara Leal Pestana
Released April 2011

Credits & Description

Category: Best Localised Campaign
Advertiser: HOSPITAL ALBERT EINSTEIN
Product/Service: BLOOD DONATION
Agency: Z+
Date of First Appearance: Apr 29 2011
Entrant Company: Z+, Sao Paulo, BRAZIL
Executive Creative Director: Alan Strozenberg (Z+ Publicidade)
Creative Director: Leonardo Macias (Z+ Publicidade)
Art Director: Fábio São Pedro (Z+ Publicidade)
Copywriter: Leandro Leal (Z+ Publicidade)
Programmer: Isaias Campos
Media placement: Internet - Youtube - 29/04/2011

Insights, Strategy & the Idea
The Brief: Brazilian blood banks needed more donations. ALBERT EINSTEIN HOSPITAL’s blood bank was looking for an idea that could raise public awareness and generate a prompt response.
Blood is the fuel of life and of our life stories. Videos people post and watch every day on the Internet are little stories – life stories.

Creative Execution
We created a banner that was placed beneath Terra's
(a very popular site in Brazil) video player, alongside the rolling bar, which color we changed to red. In this banner, there is an empty blood bag. As the video goes on and the red in the rolling bar becomes more vivid, we see the bag being filled at the same pace. It's as if the rolling bar was a pipe channeling blood to the bag. When the bag is full, we read the message:
"Help more stories to be told. Donate blood."

Results and Effectiveness
Immediately, the banner was a huge success.
The unexpected banner generated an enormous visibility to the ALBERT EINSTEIN BLOOD BANK site – where people were informed how and where they could donate. Besides that, the idea captured people’s attention and the worth of mouth spread quickly.
The number of donors to the ALBERT EINSTEIN BLOOD BANK increased and a lot of people became aware of the need for more blood donors.