Les lettres et groupes manquants.

Les groupes sanguins disparaissent de votre quotidien pour vous encourager au don du sang, dans une campagne globale

Une récente étude, réalisée dans 21 pays, a montré que le recrutement de nouveaux donneurs de sang avant baissé de 30% comparé à 10 ans auparavant. Durant l’été, à cause des vacances (etc), une chute significative des réserves de sang a lieu. Pour mettre en lumière ce problème et le sang manquant, des campagnes marquantes ont retiré le rouge de l’écran télé ou bien du maillot de l’équipe de foot préférée.

L’agence anglaise Engine a décidé de faire disparaître les lettres représentant les groupes sanguins (A, B et O) de panneaux, logos ou enseignes afin d’encourager le public au don de sang. Ainsi, de votre supermarché à votre quotidien en passant par les panneaux de signalisation ou vos amis qui modifiaient leurs noms de comptes sur les réseaux sociaux, chaque coin du Royaume-Uni a été sensibilisé. En 10 jours, près de 30 000 personnes se sont inscrites pour aller donner leur sang.

Fort de ce succès l’année passée, la campagne revient dans 21  pays (de l’Australie à la Belgique en passant par Singapour), espérant toucher ainsi près d’un milliard de personnes.

(agence WCRS)

La grande réussite de cette campagne est d’avoir su fédérer des entreprises locales et internationales (Boots, Qantas, Samsung, Microsoft…) ainsi que des institutions pour toucher le grand public autour de ce mouvement. 

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Green Flag show the AA some love in bold new campaign

Green Flag tell us exactly why they think the AA are great in the second TV instalment of their punchy ‘Common Sense to the Rescue’ brand idea.

Following on from the success of last year’s campaign, today Green Flag launches the next wave of its challenger assault with a playful and provocative 30” TV spot that directly name-checks the competition.
Written by Tom Madden and Morgan Hinds-Shorland and overseen by Creative Director Orlando Warner, the new ad is designed to jolt loyal AA customers out of auto-pilot renewals by highlighting that Green Flag offer a ‘common sense’ alternative – parity service for half the price at renewal*.
WCRS, Engine’s creative agency, once again teamed up with Production company CANADA and Director Gerson Aguerri to bring to life the stylistic and lateral imagery which is consciously designed to create tonal distance from the traditional conventions of the breakdown category.
Such striking visuals alongside a powerful and intriguing message combine to produce an advert that will no doubt stand out from traditional breakdown spots as Green Flag continue their mission to be the ‘Common Sense’ alternative to their competition.
Orlando Warner, Creative Director at WCRS, said “It isn’t often you see a brand praising their main competitor, but therein lies the power and originality of the new Green Flag ad. With the help of a trained sheep and a demolition team we created a striking new film that is completely stand out in the sector. Big thanks to an ambitious client and production company CANADA for sharing our vision and making it happen.”
Candace Gerlach, Head of Marketing at Green Flag, said: “It’s great to see our ads continuing to break consumer inertia; asking people to think twice about paying too much for a service they can get with Green Flag at a much lower cost. We continue to build on our common-sense communications strategy and comparing ourselves to the AA allows us to deliver our value proposition in the most powerful and bravest way."
‘We love the AA’ airs on 13th July and will run on TV - but their bold mission doesn’t stop there; as the same challenger message will also be spread far and wide across Radio (in the brand’s 30” ‘Pickle’ spot) as well as across paid social channels throughout the summer. 

* 50% renewal offer savings based on our closest equivalent UK cover for vehicles 10 years and under and bought direct. T&Cs apply.