Top Spot of the Week: BBDO NY, Director Benjamin Mege "Give Time" To American Red Cross, American Cancer Society

By

Robert Goldrich
Wednesday, Feb. 12, 2020

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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.

Credits

Client 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

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