|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Out for blood
Agency: R/GA Sydney
Client: The Australian Red Cross and NRL
Dan Saunders, ECD, Redengine:
A fantastic initiative between The Australia Red Cross and NRL via R/GA Sydney brings awareness for the need to give blood, launched through the NRL State of Origin series. Playing on the rivalry between NSW and Queensland, the campaign urges fans from both states to give more blood than the other. Fans are asked to give blood either through a mobile unit or at an Australia Red Cross site, and in turn receive a donor’s badge to highlight their support. It’s a great initiative and another example of using our great art to help the lives of others.