Commodity Blood

Creative Agency: Tabasco Art Director: Kerstin Raidma Creative Director: Tarmo Sikk Designer: Kuldar Leement Designer: Dan Malkin Project Manager: Triin Ilves 
Project Lead: Indrek Viiderfeld English Copywriter: Anna Stina Tõnissaar

Living in a consumer-driven society, we have grown accustomed to accessing all the "necessities" of life in just a matter of minutes. However, amidst this convenience, we may fail to recognize what truly matters. We created a campaign that highlights this contrast by showcasing how stores are packed with things considered "essential", yet one thing that truly saves lives cannot be found on their shelves: donor blood. To emphasize the irony, we brought in fridges and stocked them with "donor blood" cans. However, we intentionally kept them locked, symbolizing the challenge people face in accessing this life-saving resource. Our goal was to raise awareness about the critical need for blood donation and encourage people to take action by becoming donors themselves.