| Title | PAY WITH BLOOD |
| Brand | UNTOLD FESTIVAL AND NATIONAL INSTITUTE FOR BLOOD DONATIONS |
| Product/Service | FESTIVAL |
| Category |
A01. Creative Effectiveness |
|
Entrant
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Idea Creation
|
McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
|
|
Media Placement
|
UM ROMANIA Bucharest, ROMANIA
|
|
PR
|
McCANN PR Bucharest, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN WORLGROUP |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN BUCHAREST |
EXECUTIVE CREATIVE DIRECTOR |
| ALEXANDRU VASILE |
MCCANN BUCHAREST |
COPYWRITER |
| LIA BIRA |
MCCANN BUCHAREST |
ART DIRECTOR |
| ADRIAN BOTAN |
MCCANN WORLGROUP |
GLOBAL EXECUTIVE CREATIVE OFFICER |
Brief Explanation
Romania ranks second to last in Europe for donating blood. 0.2% of young people are active donors. Romanians die every day due to lack of blood.
UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to show young people that donating blood can be part of their everyday life.
UNTOLD festival joined forces with National Institute for Blood Transfusions to launch Pay with blood: a campaign offering free or discounted tickets for any donation in one of the 42 donation centers in Romania. And because it happened in Transylvania, Dracula endorsed our campaign.
The campaign was communicated in all the ticket selling points, donation centers and on social media.
Pay with blood generated over 1000 pieces of national and international news, producing 1.431.571 euro in earned media and 129.121.728 media impressions.
1596 tickets were Payed with blood, saving 3192 lives.