A Clot of Attention

Idea

To draw attention around National Blood Week – and encourage people to donate blood during the period – brands were encouraged to drop the As, Bs, and Os from their names in the #Missing Type campaign. The international activity saw brands (and even famous streets & towns) across the globe get in on the action

What We Like

The scale and consistency of the activity. At core it’s a remarkably simple idea, and the potential for its impact had the very real potential of being lost in the real world. The scale ensured this didn’t hapen – and led to some fantastic content which provided genuine longevity to a short lived stunt