CLIENT:
PLASMA CAR
ABOUT THE CLIENT
Cara Plasma
The company Cara Plasma, as the name suggests, specializes in the collection of blood plasma. The word 'cara' comes from Italian and is used to indicate valuables. Blood plasma plays a valuable and irreplaceable role in the production of life-saving medications. To produce a single vial of certain medications, plasma from more than a thousand donors is needed. Plasma also assists in complex surgical procedures, burn treatments, transplants, and oncology. Its value is undeniable. Moreover, it cannot currently be comprehensively replaced, even with significant advancements in the field of medicine. Voluntary donation thus remains the only option for obtaining it.
CAMPAIGN
10 years of making heroes
We decided not to let our client's round anniversary go unnoticed and served the public a campaign in which the main role was played by real donors of Cara Plasma. Thanks to this cooperation, we managed to incorporate real testimonies and emotions into the campaign, which fulfilled the intention of the whole campaign.
The focus on donors was meant to express social recognition and an effort to raise awareness of donation, which is voluntary, has societal significance, and even modern medicine cannot do without it.
The goal of the campaign was to reach the public through online videos, supported by visuals in an outdoor campaign. During September and October, people could meet the heroes and heroines of Cara Plasma in the streets of selected cities across the Czech Republic. The outdoor visuals included QR codes that were intended to establish a light interaction with passersby.
IDEA
What we invented
In agreement with the client, we selected 9 regular donors and cast them in the role of heroes. During one production day, we photographed all our heroes and recorded a short interview with each of them. The spot for the hypothetical tenth donor was placed on landing page that was created for the campaign, which aimed to motivate the public to join others and become one of the next heroes of Cara Plasma and help save lives.
As part of the video production, four short-format videos and one main spot were created, featuring all the heroes of our campaign.
