Canadian Blood Services “Are You The One?” 300×250 (Canada)

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Agency: RAPP Canada
Client & Product: Canadian Blood Services, OneMatch Stem Cell and Marrow Network
Campaign Title: One Hero

Brief: In the past, Canadian Blood Services has solicited stem cell donations from people from all walks of life for the OneMatch Stem Cell and Marrow Network. However, now more than ever, Canadian Blood Services is seeing that Canada’s diverse populations are underrepresented and there is an immediate need for patients to have better access to stem cell donors. Canadian Blood Serviecs notes that young (17-35) male donor stem cells result in the most successful matches – in particular, donations from one’s own ethnic background. We were challenged with the task of building awareness of the OneMatch Stem Cell and Marrow Network specifically amongst young men from Canada’s diverse populations.

Description: One Hero is an online interactive comic book experience that pits the user against a madman that has released a virus and is creating an infected army. The story mirrors the real life experience of a victim who needs a stem cell donor, and the donor who has the power to save them. As the user progresses through the experience, they inch closer to the revelation that sometimes there’s a thin line between fiction and fact.

Campaign Elements:
Online comic
Online banners

Date Broke: September 23, 2013

Creative Director: Barb Williams
Copywriter: Eric Grimes
Art Director: Carla Rimando
Agency Producer: Caroline Clarke
Account Team: Susan Powell, Account Director; Leigh Farlow, Senior Account Executive; John Davis, Account Coordinator
Strategy: Parker Mason
Social Media Strategy: Parker Mason
Flash Development: Heung Lee
Analytics: Kevin McHugh
Production: STOPP/LA

Creative Director: Zachary Richter
Art Director: Abraham Cortes
Technical director: Ola Björling
Lead Developer: Jin Kim
Animator: Justin Young
Executive Producer Fredrik Montan Frizell
Senior integrated producer Kristen Koeller
Illustrator: Gary Musgrave
Music Composer: Ian Persson Stiernsward
Interactive Sound Production: Plan 8

Media Agency: OMD
Primary Contact: Michelle Jaraim
Other: Dan Stanisz, Digital Specialist; Tyler Gain, Strategy Supervisor

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