| Title | BLOOD PORTRAITS |
| Brand | GLORIX / DONORSEARCH FOUNDATION |
| Product/Service | GLORIX (BY KOMAREX) - MOSQUITO-REPELLENT SPRAY |
| Category |
A05. Use of Ambient Media: Small Scale |
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Entrant Company
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Advertising Agency
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BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| Gatis Murnieks |
Bbdo Russia Group |
Creative Director |
| Mihai Coliban |
Bbdo Russia Group |
Creative Director |
| Konstantin Tokarev |
Bbdo Russia Group |
Art Director |
| Victor Lander |
Bbdo Russia Group |
Senior Copywriter |
| Anna Sokolova |
Bbdo Russia Group |
Group Account Director |
| Maya Annakulieva |
Bbdo Russia Group |
Account Manager |
| Ivan Davydenko |
Bbdo Russia Group |
Producer |
| Elena Novikova |
Pelican |
Project Director |
| Anna Budzyak |
Pelican |
Project Manager |
| Andrey Paoukov |
Zebrahero |
Director |
| Artem Tsaregorodtsev |
Zebrahero |
Producer |
| Dmitry Novikov |
Zebrahero |
Cinematographer |
| Andris Rutinsh |
Zebrahero |
Lighting |
| Denis Ageev |
Zebrahero |
Motion Design |
Brief Explanation
We were tasked to launch Glorix, a new mosquito repellent brand, with a shoestring marketing budget.
We decided to give the brand a mission rather than an idea: to save people’s blood from mosquitos so that they donated it to those in need.
Results and Effectiveness
The message reached more than 50 million people resulting in more than $160 000 of PR value. During the donation event, around 31 liters of blood was collected, which equals to nearly 6 million of mosquitos. And yes, we sold more repellent than had planned, but does it really matter?
Creative Execution
Each drop of blood taken by a mosquito could be the decisive one to save a human being. We showed it by creating BLOOD PORTRAITS: tiny portraits made by an artist smearing blood from slapped mosquitos. We exhibited them at an art gallery space starting on Russia’s National Donor Day.
We also launched a web site that showed people how much blood they lose throughout their lives and how much of it can be saved by Glorix. We made a special map of Moscow that used mosquito-related hashtags to warn people about potential blood loss in real time. And finally, because Glorix saved their blood, exhibition’s and site’s visitors were invited to give it away at the blood donation event in June.
Insights, Strategy and the Idea
Together with a limited budget, the client was not 100% sure for such a bold step. That’s why we opened small, but asked a big question: whether the regular audience would be willing to donate blood if asked.