One in three people in the U.S. are diagnosed with cancer. With this disease affecting so many people across the country, cancer patients use nearly 25% of the nation’s blood supply—more than patients fighting any other disease—but only 3% of Americans donate blood in a given year.
For the first time, American Red Cross and the American Cancer Society are partnering in a powerful new campaign to explain the critical role blood donations play in a cancer patient’s journey.
Created by American Red Cross creative agency BBDO New York, “Give Blood to Give Time” illustrates an important reason to donate: blood transfusions can extend the life of cancer patients. When you give blood, you give time and help somebody’s story continue.
In this PSA directed by Benjamin Mege of production house Caviar, the story is told through a series of hundreds of intimate photos. We see a young woman’s life being turned upside down as she gets a cancer diagnosis. Just when you think it may be the end, a blood transfusion helps her journey continue.
Titled “Give Time,” the spot is a compelling piece that the Red Cross and the American Cancer Society hope will give potential donors a brand-new motivation to give.
Music/sound house was Q Department, with Conrad Sanguineti of Honeymix, NY, serving as audio post mixer.
CreditsClient American Red Cross & American Cancer Society (ARC & ACS) Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Roberto Danino, creative director; Carolyn Davis, creative director/art director; Matthew Page, creative director/copywriter; David Rolfe, head of integrated production; Sofia Handler, VP, executive producer. Production Caviar, Los Angeles Benjamin Mege, director; John Londono, DP; Malcom Wax, producer; Casey Wooden, head of production. Editorial Work Editorial, bicoastal & London Anne Perri, editor. Postproduction MPC Music/Sound Q Department, New York Audio Post Honeymix, New York Conrad Sanguineti, mixer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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