A challenge to prove the real-life power of creativity.

D&AD Wood Pencil 2023

As part of the 2022 NGV Rigg Design Prize, Leo Burnett Australia set out to prove that creativity has the power to make you bleed. Through six different ad formats, we created a unique ad designed to trigger one of six emotional responses - joy, anger, sadness, fear, disgust, and surprise - and see which one drove the most people to donate blood.

As one of the main creatives on the project, I devised the creative for Sadness (a billboard covered in hundreds of empty blood bags, each printed with a wish from a person in need of a blood donation) and Anger (a digital billboard with blood draining out of it, revealing the consequences of what happens when Australia runs out of blood.)

It was the first time advertising agencies had ever been featured in the Rigg Design Prize, and Leo Burnett took home first prize. You can learn more about the competition and the exhibit here.