I was driving to work one day and I was listening to RSG – Representatives from the SANBS were having an on air discussion about the plight of the organisation, how low the numbers were, how desperate the situation was – I got into the agency, called the creatives into our boardroom and briefed them to come up with some proactive ideas, which we could take to the SANBS.
3 weeks later we pitched our ideas to the head of marketing.
A simple metaphor – of a pen running out of ink while someone is writing a future wish for themselves – is combined with beautiful visuals and – an arresting supporting trauma audio narrative – to create a campaign that seamlessly aligns with our clients new brand positioning of Finishing Stories.
Our new client asked us to turn our original 3 print ads into a fully integrated marketing campaign.
After a bit of back and forth we finally got to produce the whole enchilada.
We turned the 3 print ads into 3 TVCs:
But, it all began with 3 print ideas:
and soon turned into some beautiful out of home executions:
We also flighted the campaign digitally:
On YouTube:
Facebook:
and Twitter:
and created a custom, fully responsive campaign environment on-line:
3 Radio spots:
We are also shooting 3 Documentary films:
Credits:
Client: South African National Blood Service – for being brave enough to turn 3 proactive print ideas into a fully integrated marketing campaign
Agency: Base2
ECD: Jacque Matthee
ACD: Lize du Plessis
Art Director: David Blakey-Milner
Copywriter: Lilian vd Merwe (Strauss)
Client Service: Mark-John Frara and Sanele Mthethwa
Agency Production: Alex Hope-Bailey
TV and Radio: 1st Pencil
Director: Justine Puren-Calverly
Producer: Brenda Wilson
DOP: Rory O’Grady
Editor: Claire Stewart (Tessa Ford Post Production)
Sound: Sean Williams (Sterling Sound)
Campaign Production House: 10th Street Media
Producer: Darren Kerr
Editor: Bradley Reynolds
Stills photography: Michael Knight Studios
Photographer: Michael Knight
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