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The Drying Flag

84% of Latvians consider themselves patriots, yet only 41% have ever donated blood. To attract new donors, the Latvian State Blood Donor Centre tapped into national pride. Inspired by the legend of the flag stained with a hero’s blood, we created the “Drying Flag”—a billboard showing only 41% of its red. The flag symbolized the shortage, sparked a national conversation, and inspired celebrities, institutions, and businesses to join the cause.

Awards

Shortlist Brand Experience New Use of Media

Details

Categories:

Country:

Year:

Credits

Client:

Latvian State Blood Donor Centre

Agency:

SIA ''McCann Rīga” / Riga

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