Campaign urges blood donations because you get a biscuit afterwards

A series of celebrity chefs—and one extremely famous cookie connoisseur—urge people to give blood by explaining that the biscuit/cookie they will get afterwards will taste amazing thanks to the knowledge that they're saving three lives. (For the record, the chefs are Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté. The cookie connoisseur is so famous he needs no introduction.)

Adam Ferrier, CSO at Cummins&Partners:

Often advertising doesn't increase peoples’ motivations to act, it simply reminds them to do so. That was where we started. Some people think giving blood is a hassle, or time consuming. We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. 

The campaign includes broadcast, social media, activations, PR and in-centre collateral.  

CREDITS

Australian Red Cross Blood Service
Alyson Pearce, National Marketing & Community Relations Director
Ben Scales, National Campaigns Manager
Kim Feliciak, (Acting) National Campaigns Manager

Production Company, The Sweet Shop
Louis Sutherland, Director
Allison Lockwood, Producer

Talent
Neil Perry
Donna Hay
Matt Moran
Gabriel Gaté
Kylie Kwong
Adriano Zumbo
Cookie Monster

Cummins&Partners
Jim Ingram, Executive Creative Director
Ben Couzens, Executive Creative Director
Doogie Chapman, Creative Director
Connor Beaver, Senior Art Director
Tom Ward, Managing Director
Adam Ferrier, Chief Strategy Officer
Georgina Pownall, Group Account Director
Ollie Ward, Senior Integration Director
Zac Martin, Digital Strategist
Shane Mitropolous, Integration Director
Jess Thompson, Head of Broadcast Production
Nigel Camilleri, Broadcast Producer

Media, OMD
Valerie Setyana, Account Director

PR, Fuse
Anjana Mani, Head of Fuse & Word Melbourne