Flesh and blood

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AUCKLAND, Wednesday: YoungShand has created a new campaign for the NZ Blood Service, starring Sir Graham Henry and his new reserve bench (he’s sure gonna need them at Eden Park this weekend!).

YoungShand CD Anne Boothroyd said: “All New Zealanders understand the need for a strong reserve bench; it’s what makes our national sporting teams such formidable opponents. The same can’t be said, however, for blood donation.

“With fewer than 4% of us currently registered as donors, a strong reserve bench is needed indeed!”

New Zealand Blood Service is the sole provider of blood and blood products to the nation’s hospitals.

The country requires 3500 donations every week just to meet the current levels, which are set to increase due to demand for plasma.


“With fewer than 4% of us currently registered as donors, a strong reserve bench is needed indeed!”

Boothroyd: “It was this growing demand, combined with the need to carefully manage the influx of new donors that led to the creation of the World’s Biggest Reserve Bench recruitment drive to get 100,000 people on the Reserve Bench, so they’re available to donate when the country needs them.”

YoungShand client service director Emma Dalton said: “We have a longstanding relationship with NZ Blood Service, but this campaign marks a step-change in our approach.

“The idea was conceived with the knowledge that we need more men to donate. Men are better candidates for donating plasma as they can donate larger volumes of plasma. Currently, men donate 30% less often than women in New Zealand.”

Directed by Abigail Greenwood of Finch, with Sound Design by Liquid Studios, viewers are invited into Sir Graham Henry’s territory of Eden Park. However, what we think is Sir Graham’s concern for our boys in black, is quickly revealed as a call to the nation to help him fill a reserve bench of a different kind.

The campaign was launched through PR, fronted by Henry, a 60” online film and 30” TV spot.

“It has been a pleasure to collaborate with New Zealand Blood Service to create a piece of work that we are all incredibly proud of,” said YoungShand account director Tymon Rackley.


CREDITS

Agency: YoungShand
Creative Director: Anne Boothroyd
Creative Director: Scott Maddox
Copywriter: Karla Tarr
Art Director: Ben Carroll
Client Services Director: Emma Dalton
Account Director: Tymon Rackley
Senior Account Manager: Daniel O’Leary
Strategy Director: Jesse Kelly
Agency Film Producer: Esther Watkins
Executive Digital Producer: Kat Cox
Designer: Elliot Oxborough
Media Account Director: Kathleen Gunther
Media Planner: John Waltmann
Film Company: Finch
Director: Abigail Greenwood
Executive Producer: Jimena Murray
DP: Maria Ines Manchengo
Editor: Anastasia Doniants
Post Production: Nakatomi
Sound Studio: Liquid Studios
Client: NZ Blood Service
National Manager Marketing & Communications: Asuka Burge
Marketing Manager Acquisition: Shameen De Silva
PR: Network Communication
Senior Account Director: Sandy Trigg
Account Executive: Veronica Rojo


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