BBDO New York has been working with the American Red Cross since 2011, making impactful work and PSAs to drive blood donation in the U.S.
In January this year, the American Red Cross announced that it is experiencing the lowest number of people giving blood in the last 20 years. In all, the number of people donating blood has dropped by 40% over the last two decades.
This is deeply concerning because every two seconds, someone in the U.S. needs blood. In fact, blood is needed in a range of life-threatening situations including complicated childbirths, accidents, cancer recovery, and emergency surgeries. Unfortunately, most people don’t know this, so it’s no surprise that only 3% of Americans donate blood.
To urge people to donate blood and educate them on why blood donation is so important, BBDO created two public service films directed by Charlotte Wells via MJZ, including this one titled “What’s Your Type?”
If you ask someone what their type is, they’ll likely have an answer, but very rarely is that answer about their blood type. To inspire people to donate blood, this PSA reframes the all-too-familiar “type” conversation to be about saving lives with a unique misdirect. The PSA intentionally begins in a familiar format–– with lighthearted music, a curated diverse cast, and upbeat pacing that feels like dating app ads we’ve seen over and over again. But by breaking this format with a crash and the dire medical emergency to follow, we remind viewers that anyone can need blood at any time. By showing that all types of blood can save all types of people, we turned a question based on self-interest into the selfless act of blood donation because you don’t have to be someone’s type to be the type to help save their life.
CreditsClient American Red Cross Agency BBDO David Lubars, chairman, chief creative officer, BBDO Worldwide; Luiz Sanches, chief creative officer, BBDO North America; Matt MacDonald, chief creative officer, BBDO NY; Roberto Danino, SVP, creative director; Victor Roa, creative director; Oswald Yvan, associate creative director; Chesney Jensen, sr. art director; Hallie Cain, sr. copywriter; Alex Gianni, EVP, director of content production; Madi Miller, sr. producer; Julia Millison, sr. music producer; Damon Garrett, EVP group strategy director. Production Company MJZ Charlotte Wells, director; Leah Fleishmann Allina, exec producer; Michelle Mehn, producer; Lol Crowley, DP; Julianna Barreto, production designer. Editorial Whitehouse Post Adam Marshall, editor; Jon Baum, assistant editor; Eric Shoen, post producer. Color Grade/Finishing Coffee & TV Lewis Crossfield, colorist; Liam Van Rooyen, Lois Chapman, color assist; Richard Payne, Rory Whittle, Dan Jacobsen, 2D artists; Stacey MacDonald, producer; Johnny Fairburn, exec producer. Music Human James Dean Wells, exec producer; Joshua Green, music producer; John Hubbell, John Barnes, Tom Keery, Matthew O’Malley, composers. Mix & Sound Design Post Human Sloan Alexander, chief engineer; Rob Suchecki, post producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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