We were briefed by BaseTwo Digital to produce a series of TV commercials for the South African National Blood Service. The TVCs were part of a pro-active pitch by the agency. We had to create something that was different to the usual commercials the SANBS had produced before. The concept featured the idea of a pen losing ink as the metaphor for blood running out, and this metaphor was featured in different ways in all 3 of TVCs. There was never any blood or trauma evident in the commercials.This was a special campaign.Working on a campaign that has high emotional connections like this is great, but working on a campaign that might save peoples’ lives, is even better.
