Brand: Fundação Pró-Sangue
Media: Ambient
Category: Public Interest, NGO
Agency: F.biz
Geo: Brazil
Fundação Pró-Sangue: Play for life
Advertising Agency: F.biz, Brazil
Chief Creative Officer: Guilherme Jahara
Creative Directors: Fábio Astolpho, Rodrigo Senra
Art directors: Patricia Medeiros, Guilherme Mangialardo
Copywriter: Douglas Spernega
Audiovisual: Iara Demartini, Daniela Freitas
Audio producer: Cabaret
Media: Luciana Prado
Set up, motion and post-production: Wesley Martins
Technology: Vevo
Projects: Felipe Capalbo
Account manager: Luciana Prado
The first part of the video had its début on the night of May 20, on Vevo’s channel on YouTube. When clicking the “play” button, fans were surprised by the interruption of the video and, afterwards, they received a message inviting them to donate blood. Following this message, the second part of the video was shown on May 23. Finally, on May 25, the whole music video was released and remained available for fans to view.
To raise awareness and increase the number of donations at Pro-Sangue Foundation F.biz/WPP, Sao Paulo created, in partnership with the Brazilian superstar Manu Gavassi and Vevo, the first music video in the world driven by blood donations. Its excerpts were released as fans of Manu donated blood. Watch the case study and get to know everything about the Play for Life campaign.