Ludicrous?…also unforgettable and brilliantly targeted to appeal to its millennial and Gen Z audiences. BBH USA’s first work since winning the New York Blood Center Enterprises (NYBCe) account plays with young people’s dating experiences in a campaign for (of all things) blood donation.
Filtering out people worthy of dating you is a quest for this audience. The provocative idea behind Date Those Who Donate is that donating blood is a quick way to indicate you’re a dateable person, and to embed that idea (beyond the hero campaign’s examples of awkward excuses by the undatable), a red flag is used as a metaphor. The campaign also aims to push young generations’ “socially conscious button”.
“Date Those Who Donate flips the script – it’s not just about saving lives; it’s about reframing donating blood as a cultural green flag. Our first creative campaign taps into the rituals of modern dating to ignite a bigger purpose. It’s playful, provocative, and rooted in a simple truth: doing good is attractive. This partnership is about turning bold ideas into real impact – and there’s no better cause than this one,” noted Erica Roberts, chief creative officer, BBH USA.
The full campaign will cover streaming, social, online, and out-of-home in the US.
“Motivating people to act in today’s fast-paced world demands creativity, cultural relevance, and a clear vision. With BBH as our creative partner, we’re poised to make a deeper impact where it matters most,” stated Lauren Meyer, executive director, marketing strategy and planning at New York Blood Centre Enterprises. “Our first campaign with BBH USA is a bold step toward reaching people in new, unexpected ways.
Steven Panariello, CEO of BBH USA, added, “Every two seconds, someone in the US needs a blood transfusion. With our Date Those Who Donate campaign, we’re using cultural cues to spark a real conversation – and real action – around blood donation. It’s incredibly rewarding to partner with a mission-driven organisation that understands how bold creativity can drive both awareness and action at speed.”
Credits:
Client: New York Blood Center Enterprises
Creative Agency: BBH USA
Chief Creative Officer: Erica Roberts
Creative Directors: David Green & Chris Greer
Group Creative Directors: Sapna Ahluwalia & Yohan Daver
Executive Creative Director: Estefanio Holtz
Head of Production: Deb Archambault
Producer: Doug Harrison
Designer: Adolfo Gutierrez
Production Designer: Camilo Londono Siatova
Chief Marketing Officer: Lindsey McNabb
Head of Client Services: Ben Muldrew
Account Executive: Charlotte Evans
Account Director: Prerna Garg Agarwal
Program Manager: Juli Faltas
Business Affairs Manager: Katrina Parker
Director of Business Affairs: Julie Petruzzo
Chief Strategy Officer: Samantha Levy
Strategy Director: Harry Guild
Chief Executive Officer: Steven Panariello
Production Company: Hungry Man
Director: Christopher Gruse
Photographer: Chad Moore
Choreographer: Elena Vazintaris
Production Designer: Latisha Duarte
Director of Photography: Pete Konczal
Line Producer:Julianne Maloney
Head of Production: Marian Harkness
Executive Producers: Franchesca McDowell, Matt Lefebvre, Kim Dellara 7 Caleb Dewart
Grade: Royal Muster
Colourists: Maria Carretero & Mikey Pehanich
Post Production & VFX: Plural Doers Hub
Executive Producer: Sharon Campos
Head of Production: Julio Pedroza
Managing Director: Alyssa St Vincent
Chief Creative Officer: Jose Molla
Finish: Felipe Echavarria & Geena Schwitters
VFX Supervisor: Juan Handal
VFX Artist: Javi Devitt
Editing: Hungry Man
Editor: Mike Feldman
Edit Assistant: Sara Zambelli
Music & Sound: Plural Doers Hub
Sound Engineer: Jeannine Guenther
Music Producer: Daniela Rebollar
