Being a blood donor becomes so much closer when you know someone whose life has been saved by a donation. Someone like Tina Arena or Ngaire. M+C Saatchi’s new national campaign for Australian Red Cross Lifeblood, Unlikely Version, is led by a reimagined version of Sia’s Unstoppable, performed entirely by Australian artists and band members whose lives have been saved by blood, plasma, stem cells, or platelet donations, spearheaded by Tina Arena and Ngaiire.     

Unlikely Version brings together music and storytelling to highlight the life-saving impact of plasma, stem cell, and platelet donation, as well as blood, and the new track is a reminder of what is possible even against the odds, when people receive life-giving donations. The campaign embraces the unlikely – two artists with distinct styles, textures and vocal identities coming together to recreate Unstoppable in a way that feels both nostalgic and familiar, but with a new edge.

The full campaign covers owned, earned and paid channels, including TV, BVOD, SVOD, YouTube and in cinemas nationwide, with a media strategy delivered by paid media agency, Clemenger BBDO.

Hero content includes a full-length music video filmed at Melbourne’s Festival Hall, a behind-the-scenes film, multiple cut-downs and a collection of still imagery capturing the song performed live. The campaign will also live across Lifeblood’s own touchpoints, from in-centre environments and one-to-one communications to social platforms, and will be supported by a national PR strategy built around the song and the powerful stories of donation recipients, alongside an influencer program that brings together Lifeblood donors and recipients.

Lifeblood chief marketing officer, Jeremy Weiss, stated, “What makes this campaign unique is how it brings together music, storytelling and lived experience to create something truly memorable. “By putting the voices of recipients front and centre, we’re showing the real-life impact of donation. The Unlikely Version is a reminder that every donation not only saves a life, it enables people to continue their lives with purpose and possibility.

“We also wanted to show that beyond blood donation, Lifeblood provides life-giving biological donations for life-changing outcomes. This includes collecting plasma and platelets, and helping recruit stem cell donors.”

More than 1.7 million donations of blood, plasma and platelets  arerequired in Australia every year. The campaign aims to drive renewed consideration and participation among existing and new donors.

Emma Robbins, M+C Saatchi Group ANZ chief creative officer,commented, “Building on the success of the platform, Life is The Reason, we wanted to show what donation makes possible, beyond survival – the lives lived and the magic those lives create. The reimagined song, Unstoppable, brings together people whose creative journeys exist because someone donated. The creative collaboration is about embracing the unlikely – there’s something powerful about hearing a song you think you know, reshaped by voices that have lived two different stories.”

Watch the video of the live performance at lifeblood.com.au/unlikely-version or listen to the full studio recording via Spotify, Apple Music and YouTube.

Credits:
Client: Australian Red Cross Lifeblood
Chief Marketing Officer: Jeremy Weiss
Head of Brand and Integrated Marketing: Bree Berg
Senior Manager, Integrated Marketing: Steph Garner
Senior Manager, Brand: Romina D’Amico
Senior Campaign Specialist: Becky Brownjohn
Campaign Specialist: Bec Gubbins
Senior Manager, Creative Services: Amanda Brass
Media & PR Manager: Hannah Rayment

Creative Agency: M+C Saatchi Australia
Chief Creative Officer: Emma Robbins
Creative Director: Daniel Borghesi
Copywriter: Claire Kirby
Art Directors: Max Dawson & Jake Rowland
Group Account Director: Alex Reynoldson
Senior Producer: Zoe Rixon
Head of Strategy: Mike Hyde
Senior PR & Comms Lead: Claire Mallmann-Verlander
Senior Social Media Manager: Terence Tiglao

Paid Media Agency: Clemenger BBDO 

Production Company: MOFA
Director: Bill Bleakely
Executive Producer: Claire Perkins
Producer: Stu Giles
Cinematographer: Max Walters
Live Music Producer: Guus Hoevenaars

Post Production: The Editors
Editor: Shannon Michaelas
Editorial Assistant: Shaun Ellis
Colourist & Online Editor: Jesse Richards
Sound Design: Bang Bang Studios
Sound Designer: Sam Hopgood
Sound Producers: Holli Dee & Polly McGregor

Music Supervision: Level Two
Music Supervisors: Emily Crews & Marcus Brooke-smith
Song: Unstoppable written by Sia and performed by Tina Arena & Ngaiire
Publisher: EMI Music & Concord Music