A campaign for the Swedish blood bank GeBlod.se reminding people to give blood before the Christmas holidays. The campaign consisted of posters at tram stops and whole page ads in selected publications with follow-up animations in social media. The brief called for a concept and design that could be used for some years.
The idea of combining blood donation with Christmas naturally led to the symbolism of a gift. The challenge was how to present something as visceral as blood in a delicate and emotionally positive way. I chose to visualize it through a wrapped present being opened, revealing a hospital blood bag inside.
To soften the concept, I used stop motion animation, which gave the film a gentle and heartfelt quality. Paired with soft, uplifting music, the unwrapping of the gift surrounded by other presents in warm, cozy lighting created a tender, almost childlike sense of wonder. This atmosphere reframed blood donation as an act of kindness and generosity, the ultimate gift of life.
For the same campaign, I created a 26-second infographics video that delivered the key message with clarity and emotional weight. Staying within GeBlod’s strict brand colors, fonts, and graphic forms, I used animated icons to visualize the statistics and facts. The timing was carefully designed, allowing each part of the message to resonate before moving to the next: “Swedish hospitals need one bag of blood every minute, all day, all year. Even before Christmas. It takes about half an hour to donate, but can save up to three lives.”
The video carried the same soft, heartfelt music as the stop motion film and concluded with the unwrapping of the blood bag, tying the campaign elements together and reinforcing the call to action.
From the final shot of the stop motion blood bag reveal, I created a poster to extend the campaign across bus shelters and official buildings. The poster featured the same key message and included a QR code, directing interested viewers to GeBlod’s website to learn more and donate.
