ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2019 ADC Awards - Experiential Design

Out for Blood

Agency R/GA / Sydney

Client National Rugby League
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

ADC_EXP19041M

About the Work

State of Origin was once Australia’s fiercest rivalry—a grudge match notorious for its bloody brawls. But modern rules have changed the game, and fans wanted to bring the blood back. So we challenged them to give it themselves, in an interstate blood donation competition. Partnering with the Australian Red Cross, the NRL launched the campaign with Origin’s toughest legends calling on fans via TV and social. Mobile clinics toured the rival states, and fans were able to dedicate their blood to opposition players. All that bad blood did good—not only reviving a tradition, but helping to save lives.