Gift of Life, a charity seeking to cure blood cancer through cellular therapy, has enlisted the talents of DDB New York (now adam&eveDDB) and Unsaid Studio to deliver a poignant campaign with design at its heart. Promoting blood and bone marrow donations to the not-for-profit, it celebrates the unbreakable link between a patient and their donor. This video outlines the creative crux of the campaign.
The campaign utilizes shared letters in the names of blood donors and recipients to visualize the lifelong bond between them, adding weight and a human element to what is often anonymous. Through this simple concept, it neatly encapsulates a complex bond between individuals in one moving symbol.
DDB tasked Unsaid Studio with creative exploration through motion and design to bring the campaign idea to life. Complementing the bold central concept, the studio opted for a black and white color palette and a single font. Shown amidst the busy screens of Times Square and the dense pages of The Washington Post, the campaign stands out for its profound simplicity amongst the visual noise.
Tom Alex Buch, ECD at Unsaid Studio, commented “One of the primary challenges was to effectively convey the delicate and serious subject matter with taste and elegance. The simplicity of the work meant that there was no room to hide, the animation had to be flawless.”
