U.K. Blood Donation Service Uses Rugby Stars' Blood to Make Ads

Campaign Includes TV Spot Voiced by John Hurt

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As the Rugby World Cup begins, countless U.K. brands are capitalizing on the tournament, with current and ex-rugby stars popping up in ads all over the place. This idea, from the NHS Blood and Transplant service (NHSBT), stands out in that it actually uses blood from rugby players to create ads for the campaign.

As well as this TV spot voiced by actor Sir John Hurt featuring a shrivelled rose (the symbol of the England rugby team) that gradually blooms as it's infused with blood, there's also an online film featuring former England players Jonny Wilkinson, Martin Johnson, Ben Kay, Matt Dawson and Jason Leonard. The players are shown donating a small amount of their blood that artist David Bayo, mixes with red ink and water to create a blood rose artwork. The resulting imagery will be used in the campaign's outdoor poster executions.

The campaign is by newly launched agency Pablo, with production by Squire, whose director Simon Stock shot the rose commercial.

Using real blood in advertising has been done by several advertisers recently, including Brazilian NGO GIV. Austrian magazine Vangardist also printed 3000 copies using HIV positive blood.

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About

Credits
Date
Sep 17, 2015
Agency:
Pablo
Client:
NHSBT Give Blood
Production Company:
Squire
Creative Director:
Tim Snape
Creative Director:
Chris Landy
Writer:
Tim Snape
Creative Insight and Strategy:
Gareth Mercer
Creative Insight and Strategy:
Ben Kay
Planning Director:
Mark Sng
Account Handler:
Zoe Mitchel
Production Company:
Squire
Director:
Simon Stock
Director:
Deane Thrussell
MD/Producer:
JT
Visual Effects & Post Production:
JT
Visual Effects & Post Production:
Finish
Grade:
Paul Harrison
Flame:
Steve Murgatroyd
Flame:
Andy Copping
CGI:
Alaric Holberton
VFX Producer:
Vittorio Giannini
Audio:
Wave
Sound Designer:
Dugal MacDiarmid
Music Negotiation:
Hannah Ward @ Cord
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