Partners and brands around the capital have dropped the letters A, O and B from their names today in support of National Blood Week. The new “Missing Type” campaign uses the three letters that make up the blood groups to raise awareness of the need for new donors.
New NHS research shows that new blood donors are in decline – there has been a drop of 40 per cent fewer new people signing up to donate in the last ten years, a trend blamed on the increasing popularity in exotic travel and tattoos, which temporarily bar people from donating.
Jon Latham, assistant director for Donor Services and Marketing at NHS Blood and Transplant, said in a statement:
While we can meet the needs of patients now, it’s important we strengthen the donor base for the future. If we don’t attract new people… to donate it will put more pressure on the ability to provide the right type of blood the NHS needs for patients in the future.
As well as retailers, people have been joining in on social media, losing letters from their names:
You can help fill in the gaps by finding your nearest blood drive here.
If you want to see all the clever things your fingertip can do, check out this cool new interactive music video from Japanese pop star Namie Amuro.
Keep your finger at the center of the video, and let the camera do the heavy lifting—scratch a vinyl record, light up a chill dachshund’s touch-sensitive LED jacket, trap a monster under its manhole cover, and much more. The clip rewards you for sticking it out to the end, with a range of unexpected applications—some abstract, some literal, some cheeky.
Consumers bowled over by the recent return of French Toast Crunch after a nine-year hiatus should enjoy “The Tiny & The Tasty,” a strange and silly soap-opera parody that casts dolls as actors to reintroduce the General Mills cereal. McCann, Picture Mill and Beacon Street collaborated on the campaign.
All the classic daytime-drama tropes—amnesia, family intrigue, murder mysteries, surprise pregnancies—are played out in overwrought fashion on finely detailed miniature sets by poseable Ken- and Barbie-style action figures whose mouths never move.
Bill Wright, global executive creative director at McCann, says the idea stemmed partly from “the 1990s origin of French Toast Crunch. That was the decade when daytime dramas were at their height of popularity. So when you take soap operas and cross them with tiny dolls, you get a strangely awesome mashup.”
1. Chinese multimillionaire Guangbiao Chen has been making a splash lately with his interest in buying the New York Times. This is his business card.
2. Hollywood actor Steve Martin.
3. Mr (or Mrs) Multi-talented.
4. The photographer.
5. World’s greatest wizard.
6. The Balloon Guy.
7. The power of endorsement.
8. The plastic surgeon.
9. The furniture maker.
10. The cheese trader.
11. The coder.
12. Yoga teacher.
13. Attention grabbing movie writer.
14. Lego employee.
15. Divorce lawyer.
18. Greek restaurant.
19. Hair-loss specialist.
20. Professional 94-year-old.
21. Personal trainer.
22. Optometrist (eye-doctor-type-person, for anyone who doesn’t watch Holby City)
23. Just a very useful man to know.
24. This guys card doesn’t fit in a rolodex..because ‘it doesn’t belong in a rolodex’
In the pantheon of mythical creatures, one character has been curiously lost to history, though not to herstory—the Period Fairy, who visits girls when they get their first period.
HelloFlo tells the Period Fairy’s story in this short mockumentary featuring a girl who investigates the mythology, and gets the Tooth Fairy, Cupid, Santa Claus and more to explain their colleague’s mysterious exit from the scene.
The video was a collaboration between HelloFlo founder and CEO Naama Bloom and writer Sara Saedi, who also wrote HelloFlo’s “Postpartum: The Musical,” which broke in February. (A different team of writer/directors, Pete Marquis and Jamie McCelland, worked on HelloFlo’s earlier “Camp Gyno” and “First Moon Party” virals.)
“I really wanted to play with the idea of a female superhero who helped girls with their first period, and [Saedi] had the idea to create the mystery around the Period Fairy,” Bloom tells AdFreak. “To me, this spot is very different from the others because it’s not one punch line after another. It’s funny but also very sweet and more endearing than the others.”
HelloFlo has a knack for finding great young actresses, and the girl here—discovered by Wulf Casting—is fantastic. “She reminded us of Rachel Maddow, and we thought that was a perfect archetype for our feminist-in-training, Lilian Dyer,” says Bloom.
The hashtag is #MakeItVagical, a word that pops up early in the video and gets an animated treatment on-screen. (It’s also reminiscent of the “First Moon Party” ad, in which a “vagician” made an appearance.)
“Once we added the animation in the beginning on the word vagical, we thought it would be funny to keep playing with it,” Bloom says. “Since the idea is that the Period Fairy and the HelloFlo Period Starter Kit are both there to make the first period experience positive, it just seemed right to carry it forward. It wasn’t a hashtag at first, it was a tagline. One early viewer saw the video and tagline and then sent me an email in which she’d turned it into a hashtag. Once I saw it, it made perfect sense.”
HelloFlo has become the poster child for small brands doing big viral video content. But Bloom says there’s no great mystery to its success. “When I think about creating video content,” she says, “the most important element for HelloFlo is that we have strong female characters who are both relatable and culturally aware.”
Production Company: Senza Pictures
Writer: Sara Saedi
Producer: Brandi Savitt
Casting: Wulf Casting
Music: Found Objects
Director of Photography: Mark Schwartzbard
Editor: David Fishel
Art Director: Ally Nesmith
Costume Designer: Deirdra Govan
Sound Mixer: Wil Masisak
Production Coordinator: Julia Brady
Hair, Makeup: Rebecca Levine
Script Supervisor: Elizabeth Stern
Gaffer: G.T. Womack
Key Grip: Ben Hunt
Swing/Driver: Joe Chiofalo
Set Costumer/Tailor: Olivia Fuks
Assistant Editor: Elizabeth Theis
Camera Assistant: Noelle Kandigian
Boom Operator: Matt King
Assistant Art Director: Nelson Mestril
Production Assistant: Jordan Floyd