foundation for bone marrow transplantation

Insight

The foundation was suffering from bone marrow shortages. The task was to recruit new ones. The foundation was the only institution in the Czech Republic.

Idea

The horrifying truth is that if people don’t find a donor, they die. So we had to do something truly outstanding. We asked ourselves, why not show what those people will leave behind?

Execution

We created a series of motives in which people were „selling“ the most beloved items in case they didn’t find a bone marrow donor. The TV series, directed by Ivan Zacharias, became the very first integrated campaign in the Czech Republic. Not only did the campaign fulfil the goals of the foundation that became the biggest register of donors in central Europe and Germany, but it also became one of the most awarded campaigns in Czech history.