PROJECTS         SHOWREEL         ABOUT

A CUP OF LIFE


2014
ADVERTISING
MOTION


A Cup of Life is a simulated advertising project based on the clients: Health Science Authority and Singapore Red Cross. In collaboration with Starbucks, the aim of this project is to promote blood donation to the youths of the general public.



Our concept tackles the issue of people's fears and doubts of blood donation, and we narrowed it down to three major fears: Pain, Blood and Needles. Since there are 3 categories, all our deliverables come in sets of 3 to represent each fear respectively. We used the expression: "Don't be afraid, it's all in your head" as our tagline for the campaign. We came up with a series of video advertising for online viewing, a microsite web design for the special collaboration, print collaterals in the form of posters and A-Cup-of-Life-exclusive card designs



Logo
'A Cup of Life', is a collaboration between Starbucks and Singapore Red Cross, where blood donors can donate blood in exchange for a special loyalty program by Starbucks as an incentive. 


Posters
A series of 3 before-and-after style posters comparing the exaggerated expectations and reality.



Cards
A collaboration with Starbucks means a special loyalty program for customers who register to donate blood under the association of the said company. Event-exclusive cards were designed to identify blood donors so that they can redeem rewards.



Microsite
A special Starbucks x Singapore Red Cross microsite will be up as the direct platform for the campaign's call to action. Through this, potential donors will be able to register and read up on the various regulations.





Video Advertising Series
A series of short TVCs were produced for online viewing, each reflecting the three main fears. Similarly the ads will play a before-and-after comparison style on blood donation. The art direction for these ads were exaggerated to mimic a gritty, thriller-horror scene to instil the same spine chilling fears of what people expect.

A GRAPHIC DESIGNER’S SITE
       SINGAPORE.