| Title | PAY WITH BLOOD |
| Brand | UNTOLD FESTIVAL |
| Product/Service | MUSIC FESTIVAL |
| Category |
A01. Creative Effectiveness |
|
Entrant
|
McCANN BUCHAREST, ROMANIA
|
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
|
PR
|
McCANN PR Bucharest, ROMANIA
|
Credits
| CATALIN DOBRE |
MCCANN WORLDGROUP ROMANIA |
Chief Creative Officer |
| LIA BIRA |
MCCANN WORLDGROUP ROMANIA |
Art Director |
| ALEXANDRU VASILE |
MCCANN WORLDGROUP ROMANIA |
Copywriter |
Brief Explanation
Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign offering attractive incentives: a free one-day pass for donations in mobile centers in Bucharest and Cluj-Napoca, or a 30% ticket discount for any donation in one of the 42 donation centers in Romania.
And because it was located in Transylvania, Dracula endorsed our campaign.
Pay with blood was communicated in all the ticket selling points and donation centers. Posters were shared on social media, while some international artists form the festival line-up promoted our cause.
Our message got the attention of national and international press, which took out message further.