In efforts to drive more blood donations in the U.S., BBDO New York created this PSA titled “A Bloody Nightmare,” directed by Matt Spicer via production company Division7. The spot feeds off of two summer dynamics. For one, the summer months are very challenging for blood collection. High schools and colleges, which account for about 25% of blood drives, are closed and many regular donors are busy traveling throughout the summer. This leads to severe blood shortages in July and August, and the pandemic has only made things worse.

The summer is also marked by all the new movie releases. Everyone gets excited about them, especially when it comes to horror movies. And people in horror movies make lots of bad decisions, usually leading to lots of wasted blood. 

The PSA brings horror movies and the blood shortage together, noting for example that 50% of Americans like watching blood spilled in movies, but only 3% actually donate it. Blood isn’t just for movies, it saves lives. That said, the American Red Cross teamed up with actress Neve Campbell, also featured in the film, to spread awareness. Campbell is known for her work in the horror movie genre. 

The PSA leans into typical horror movie tropes and the very predictable ways that horror movie characters tend to die. But the spot’s title, “A Bloody Nightmare,” is not due to the scenes being shown. The nightmare is that not enough people are donating blood.

“We knew we had a script that would stand out, but the people that helped us bring it to life really took it to the next level. We had a Hollywood director (Spicer), the director of photography of the latest season of Stranger Things (Caleb Heymann), and one of the most well known stars in the horror movie genre, on top of some amazing production partners,”  said Victor Roa, creative director, BBDO NY.

“From the beginning, we knew that we did not want people tuning out as soon as they realized they were watching a PSA about blood donation,” added Robert Danino, SVP, creative director, BBDO NY. “We wanted to keep everyone entertained by creating something fun and unexpected from the American Red Cross, all while encouraging them to donate blood and save lives.” 

Credits

Client American Red Cross Agency BBDO New York Luiz Sanches, North America chief creative officer; Matt MacDonald, NY chief creative officer; Roberto Danino, SVP, creative director; Victor Roa, Ricky Anolik, Paul Elicker, creative directors; Alex Gianni, EVP, director of content production; Chance Bassett, executive producer; Melanie Cornish, sr. producer; Julia Millison, sr. music producer. Mahima Santhanam, EVP, group strategy director; Ray McGale, sr. production artist; Philip Savage, digital producer. Production Division7 Matt Spicer, director; Kamila Prokop, David Richards, managing directors; Patrick Milling-Smith, Brian Carmody, founders; Alex Hughes, head of production; Gillian Altman, bidding producer; Giovanna Giangregorio, line producer; Brodie Johnson, production supervisor; Kiki Hallebo, production coordinator; Todd Kaufman, 1st AD; Caleb Heymann, DP; Peter Benson, production designer; Thom Murray, wardrobe stylist; Vivan Maxwell, makeup & hair; Ed Flores, casting director. Editorial/Conform & Finish  Cosmo Street Tom Scherma, editor; Maura Woodward, exec producer; Joshua Berger, assistant editor; Mikel Monelon, lead Flame artist; Luiza Naritomi, head of production; Hannah Smith, postproduction coordinator; Will Hoshida, finishing producer. Telecine Fotokem Alastor Arnold, telecine artist; Alison Kravitz, exec producer. Music Duotone Audio Group Peter Nashel, creative director/founder; Ross Hopman, exec producer; Gio Lobato, producer. Audio Post Duotone Audio Post Andy  Green, sound designer/mixer; Greg Tiefenbru, exec producer, audio post.

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