Australian Red Cross Lifeblood has unveiled a new integrated national campaign, the “Unlikely Version”, via M+C Saatchi. The campaign aims to highlight the life-saving impact of plasma, stem cell, and platelet donation, as well as blood.
At the centre of “Unlikely Version” is a reimagined version of Sia’s “Unstoppable”, performed by Australian artists and band members whose lives have been saved by blood, plasma, stem cells, or platelet donations, spearheaded by Tina Arena and Ngaiire.
The new track is a reminder of what is possible against the odds and embraces the unlikely.
The campaign spans owned, earned and paid channels, with a media strategy delivered by paid media agency Clemenger BBDO.
Hero content includes a full-length music video, a behind-the-scenes film, multiple cut-downs and a suite of still imagery capturing the song performed live. The performance brings together the lead artists and band members to express what becomes possible when people receive life-giving donations.
Campaign assets will appear on screens including TV, BVOD, SVOD, YouTube and in cinemas nationwide. It will also live across Lifeblood’s own touchpoints, from in-centre environments and one-to-one communications to social platforms.
This will be supported by a national PR strategy built around the song and stories of donation recipients, alongside an influencer program.
Lifeblood’s chief marketing officer Jeremy Weiss said the work highlights the powerful outcomes of donations.
“What makes this campaign unique is how it brings together music, storytelling and lived experience to create something truly memorable,”
“By putting the voices of recipients front and centre, we’re showing the real-life impact of donation. The “Unlikely Version” is a reminder that every donation not only saves a life, it enables people to continue their lives with purpose and possibility.”
“We also wanted to show that beyond blood donation, Lifeblood provides life-giving biological donations for life-changing outcomes. This includes collecting plasma and platelets, and helping recruit stem cell donors.” Weiss added.
The campaign aims to drive renewed consideration and participation among existing and new donors.
Emma Robbins M+C Saatchi Group ANZ chief creative officer said the “Unlikely Version” was built around shifting perceptions of donation from an abstract good deed, to something that has a profound effect on people’s lives and stories.
“Building on the success of the platform “Life is The Reason”, we wanted to show what donation makes possible, beyond survival – the lives lived and the magic those lives create,”
“The reimagined song, “Unstoppable”, brings together people whose creative journeys exist because someone donated. The creative collaboration is about embracing the unlikely – there’s something powerful about hearing a song you think you know, reshaped by voices that have lived two different stories.” Robbins added.
Credits:
Client team
Client: Australian Red Cross Lifeblood
Chief Marketing Officer: Jeremy Weiss
Head of Brand and Integrated Marketing: Bree Berg
Senior Manager, Integrated Marketing: Steph Garner
Senior Manager, Brand: Romina D’Amico
Senior Campaign Specialist: Becky Brownjohn
Campaign Specialist: Bec Gubbins
Senior Manager, Creative Services: Amanda Brass
Media and PR Manager: Hannah Rayment
Agency team
Creative agency: M+C Saatchi Australia
Chief Creative Officer: Emma Robbins
Creative Director: Daniel Borghesi
Copywriter: Claire Kirby
Art Director: Max Dawson
Art Director: Jake Rowland
Group Account Director: Alex Reynoldson
Senior Producer: Zoe Rixon
Head of Strategy: Mike Hyde
Senior PR & Comms Lead: Claire Mallmann-Verlander
Senior Social Media Manager: Terence Tiglao
Media agency team
Paid media agency: Clemenger BBDO
Chief Media Officer: Stuart Bailey
National Head of Product: Frank Curcio
Strategy Director: Lachlan Kent
Group Digital Director: Luke Egan
Planning Manager: Peter Chantzos
Client Partner: Alan Chung
Digital Manager: Steph Athanasiou
Digital Executive: Eliza Fogarty
Senior Investment Executive: Daniela Moncayo
Investment Coordinator: Daniel Durham
Music and production
Music Supervision: Level Two
Production Company: MOFA
Director: Bill Bleakely
Executive Producer: Claire Perkins
Producer: Stu Giles
Cinematographer: Max Walters
Live Music Producer: Guus Hoevenaars
Post Production: The Editors
Editor: Shannon Michaelas
Editorial Assistant: Shaun Ellis
Colourist and Online Editor: Jesse Richards
Sound Design: Bang Bang Studios
Sound Designer: Sam Hopgood
Sound Producers: Holli Dee & Polly McGregor
Music Supervision: Level Two
Music Supervisors: Emily Crews & Marcus Brooke-smith
Song: Unstoppable written by Sia and performed by Tina Arena & Ngaiire
Publisher: EMI Music & Concord Music
