17,000 bone marrow donor registrations within a year.
That's the target we had to hit in 2016.
But how do we get people to step up?
We started with a simple insight: if someone was crying, it could be out of joy or out of pain.
So we created such moments and then left viewers with the power to decide the ending.
Integrated Case Study Film
Online Film 1 Launch - Daze
Viewers had to decide the story’s outcome by clicking one of the options.
Here's what they saw if they chose the first option.
And if they chose the second option...
Online Film 2 Launch - Shock
Viewers had to decide the story’s outcome by clicking one of the options.
Here's what they saw if they chose the first option.
And if they chose the second option...
Print Ads
Agency: DDB Singapore
Creative Directors: Thomas Yang, Pradeep D'Souza
Head of Art: Thomas Yang
Art Director: Deng Yingzhi
Copywriter: Dunstan Lee
Director: Ellie Ngim (Bert Pictures )
Photographer: Wan (Republic Studios)