Abbott + Big 10 “The We Give Blood Drive”

Background
Abbott needed a splashy launch to kick off their partnership with the Big 10 and generate awareness and participation in “The We Give Blood Drive.” The client was looking to create several videos for social media featuring NFL legend Tom Brady and the full suite of Big 10 mascots.

Solution
We only had access to Tom Brady for 10 minutes, so we needed to create an easy-to-shoot scene that was also compelling enough to go viral on social media and spur action among the target audience. Additional vignette videos starring the mascots rounded out the campaign, increasing relevance for representative schools and motivating student participation in the blood drive.

My Role
As the Creative Director, I concepted the campaign, wrote the scripts, dressed the rooms and worked with Tom, the mascots and their crew to capture everything in the short time we had allotted.

Results
The post featuring Tom generated over one million views, vastly outperforming Abbott’s typical social-media engagement and driving thousands to participate in the blood drive.