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MISSING TYPE WINS CREATIVE EFFECTIVENESS BRONZE AS WE TACKLE DIVERSITY AT CANNES LIONS
26TH JUNE 2017
This weekend, as the Riviera sun set on the Croissette and the good and great of the global advertising industry boarded their flights home somewhat worse for wear, we at Engine were thrilled to learn that our Missing Type campaign won a Bronze Lion for Creative Effectiveness at the Cannes Lions International Festival of Creativity.
The campaign, which saw the As Os and Bs disappear from society to combat a 40% decline in blood donors in the UK, was awarded a Gold Health and Wellness Lion and a Bronze Cyber Lion at the 2016 festival and has since won over 50 other awards globally.
Missing Type represented a step change in blood donor recruitment strategies; and as a direct result of the original campaign's success, in August 2016, we worked with NHS Blood and Transplant to bring together 25 donor organisations from 21 different counties, including the USA, Australia, Singapore and Japan for ‘International Missing Type’— the first ever global blood donor recruitment drive. Together, these services cover 1 billion of the world’s population.
This was the first time that local donor markets had been brought together to work on a single global initiative. And, in several counties including the US, rival donor services worked together for the first time. Watch the case study here, to find out how we did it.
But awards weren't the only thing on the Engine agenda at this year's Cannes Festival...
We also partnered with Campaign to tackle the industry's diversity problem head on with a round table lunch debate attended by some of the industry's leading global marketers friom brands including AirBnB, Mars and Johnson & Johnson. Our aim was to build a practical toolkit for supporting diversity comprised of actions and strategies that agencies and brands can work together to implement.