Australian Red Cross Blood Service was given a boost by a pro bono TV ad in which members of the crew themselves gave blood. Director Ben Lawrence squeezes his hand as blood drains out of his veins. Cinematographer Anna Howard smiles. Ad Agency Creative, Warren Brown sits back on his chair and talks to the nursing staff. The sound recordist concentrates as his blood flows through the tubes above his chair. Producer Emma Lawrence focuses. The Assistant Director reads material on blood donation. Another staff member moves around as the runner recovers. The Camera Assistant is giving blood too. The gaffer squeezes his squeezie. The caterer. The Editor. The Colour Grader.
The voice over starts: “Australian Red Cross Blood Service needs blood so we gave blood to make this ad”. The voice over artist is now in shot, speaking from his chair where he too gives blood. “Now we’re asking you to because Australia needs 20,000 donations every week.” The text: “Don’t ignore the need for blood. Call 13 14 95 or visit donateblood.com.au”
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We Gave Blood was developed at BMF, Sydney, by creative director Warren Brown, copywriter Andrew Petch, art director Andrew Ostrom, account supervisor Melissa Chew, advertiser’s supervisor Kate O’Reilly, and agency producer Mandy Payne.
“We Gave Blood” won a Silver Clio Award, a Bronze Lion for fundraising and appeals at Cannes 2005, and was awarded ‘Campaign of the Year’ by Australian trade magazine AdNews. “We gave blood” was given the Grand Award for ‘Best Public Service Advertising’ at the New York Festivals 48th Annual International TV, Cinema and Radio Advertising Awards.