We were tasked to launch Glorix, a new mosquito repellent brand, with a shoestring marketing budget. The idea was to give the brand a mission rather than an idea: to save people’s blood from mosquitos so that they donated it to those in need.

Each drop of blood taken by a mosquito could be the last drop of blood to save a human being. We showed it by creating BLOOD PORTRAITS. We put a magnifying glass on top of the miniature artwork and added one more frame with the Glorix product placement.

When asked, 80% of visitors were likely to donate blood right at the spot. So we decided to continue this campaign with a big donation event planned on World Blood Donor Day, June 14. And yes, we sold more repellent than had planned, but does it really matter?