Blood is in great demand, especially during COVID. But due to quarantine and safety concerns, blood donations have dropped rapidly. Many people are also not willing to give blood because they can’t see the outcome of their actions, or don’t think the problem concerns them. How could we increase blood donation in Shanghai at this difficult time?
Our idea was to create an impact using a drop of BLOOD. We filled the blood with rael life stories that show how blood donation can change lives and create endless possibilities for others, and themselves.
We crafted the posters using highly detailed 3D model renderings. We turned real life stories into ‘liquid’ to create the form of blood. Then we turned them into dynamic sculptures to enhance the details. Both the character and sculpture are based on the ancient Chinese style of Qidiao — art made with carved lacquer.
A drop of possibilities
Your blood will make a difference to other’s lives.
Please give blood now.
Integrated advertisement created by McCann Health, China for Shanghai Blood Center, within the categories: Health, Pharmaceutical, Professional Services.
Executive Creative DIrector - Greater China: Pierre Loo
Creative Director: Tommy Cheung
Creative Director: Samson Du
Senior Art Director: Jerry Lee
Art DIrector: Tracy Tang
Art Director: Jai Jun Sun
Group Head - Copy: Morgan Tang
President: Connie Lo
CCO - Global: Matt Eastwood
Account Director: Elaine Gao
Account Manager: Mandy Zhou