CANADIAN BLOOD SERVICES
the holiday gift that costs nothing and means everything.
Every year, blood and plasma donations dip over the holidays.
But the need remains constant all year long. Our campaign aimed to attract donors with warmth and approachability, using real stories and diverse media platforms, including radio, digital ads, meta, OOH, and video segments.
The CBS brand is centered on the truth that a blood donation changes the life of the person who receives it and everyone in that person’s life too. For this campaign, we asked real-life recipients, their families, and their friends, to share just how special this holiday season will be—thanks to a blood donor.
We brought warmth and ownability to the campaign while remaining adherent to the CBS brand, ensuring consistency and awareness. We executed and ran production design on the national, multi-million dollar ad spend across multiple channels and properties.
We created a BTS-style, warm, minimalist treatment that No Hands Studio executed beautifully. We crafted thoughtful interview questions and prepped our cast ahead of time to maximize their confidence and the usability of our footage. We provided creative direction and emotional support on shoot day, interviewing the participants off-camera for a more authentic feel.
On shoot day, we brought our holistic campaign knowledge to the creative direction of the still images we captured. Our familiarity with the production roll-out needs and copy requirements helped inform the posing and tone of the imagery, and ensure we got the shot!
The campaign looks so amazing. BOLD LIP managed this project in stride and with excellence. We can't wait to see it in the market.