Blood Donation Hourglass

September 2006
 Blood Donation Hourglass
 Blood Donation Hourglass


The brief: The whole of China is in lack of blood donation at present. In Shanghai, blood is needed every 90 seconds, however, the resource of blood is always in shortage. Hence, the challenge from the Blood Center was to increase the awareness about the urgency of blood donation and to get the public to be more active. And Christmas is a season of " giving ", so the Blood Center hopes we could design a Christmas gift to give out to white collars in companies to recruit more donators.

The idea: To raise awareness of the urgency of blood donation, we created an hourglass with red-colored sand in it, which represents the blood. And we printed the profile of a man and the Red Cross on each side of the timer. So when you turn the hourglass up side down from time to time, you can easily find out the relationship between "you" and "the Red Cross", anytime one of them is running short of blood, the other side can help instantly.


You could be saving someone's life this second, and he could be saving yours the next.

Advertising Agency: TBWA, Shanghai, China
Creative Directors: Yang Yeo, Elvis Chau, Lesley Zhou
Art Director: Leo Lee
Copywriter: Nicky Zhang
Illustrator: Amani Qian
Photographer: Jun Li
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LAZ's picture

quite nice, but i guess it would have been even better with one of those liquid hourglasses. no one has sand in their vains as far as i know.

Activity Score 288
Art Director
melocoton's picture

You´re right, but I think it could be kind of impressive with red liquid inside, lots of people can´t see blood.


Activity Score 987
Art Director
whitespace's picture


Sand hourglass is cheaper to make. Or maybe they really didn't think that far.

Activity Score 1947
Creative Director
Jersey11's picture

Good comments, thank you friend.

Activity Score 34
Art Director
LAZ's picture

your welcome.. leo? :)

Activity Score 288
Art Director
Beatboxer's picture

It's figurative.

Very nice idea, it shows the duality of the action. You give, but when you need, you have something for you.

Activity Score 1511
teenie's picture

Nice - simple and direct. I think it works best with the sand. Yes, blood is liquid - but an hourglass is filled with sand, and it's the hourglass that's the metaphor here. It's enough that the sand is red.

Activity Score 1886
lucyinthesky's picture

that's right. plus, peole, imagine that whatever liquid they had put in there, the effect would have been wierd - either it would have poured down too quickly, and the message would get lost, or too slowly and..."messy", if you know what i mean - it would have left the inside glass dirty with that liquid. anyways, good good idea

Activity Score 44
Joe76's picture

Nice thinking. Effective. Well done.

Activity Score 760
Art Director
fotdot's picture

Great idea. Great execution.

Activity Score 672
Creative Director
Kin's picture

steady yang...hope to see more nice work from you and your team...cheers!

Activity Score 86
Creative Director
A. J. SMITH's picture

Yeah its good, a nice, simple, fun idea.

It's only an ad.

Activity Score 2818
mrtalented's picture

not practical. the hourglass this type is way too fragile to be delivered as direct mail.

the graphics don't seem to communicate like what they intended to. if change to a human icon donating blood on one side and a human getting blood donated on the other side, it'll be more meaningful. plus no upside-down fonts needed.

Activity Score 2169
Creative Director
chintan ruparel's picture

im not being hasn't this been done b4? seems a lil familiar somehow..i guess somebody in d forum tried somethin like dis...

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

michael's picture

i do not like this.

Activity Score 14
Creative Director |


chirpy.cynic's picture

Great idea, lovely execution, gets the message across instantly, good show guys:)

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