the blood gift

Creative idea

In Bulgaria, approximately 219,000 individuals require life-saving blood donations annually. One donation can save up to 3 lives, yet only a quarter of the nation's blood supply comes from voluntary donors. With individuals able to contribute every 60 days. In response, 'Кръвендар' ('Kravendar') was born—a blend of 'calendar' and 'blood donation' in Bulgarian. This six-month calendar serves as a poignant reminder of the vital significance of donating blood, conceived after the agency founder's personal tragedy, losing their mother due to blood shortage. In Bulgaria, gifting calendars for Christmas dates back to the communist era, ingrained in tradition over the years.

Brand name: proof.
Advertiser / client: proof.
Product / service: agency
Campaign name: the blood gift
Agency network: INDEPENDENT AGENCY
Agency: proof., Sofia
Production company: no point atelier
Creative director: Angel Iskrev
Art director: Emanuela Belovarski
Copywriter: Vladimir Nikolov
Designer: Ilian Iliev
Additional company: account executive: Katrin Petrova