| NHF Hemophilia DREAM SCABS

Idea Pitch Creative Team •
Ash Winter-Best | Art Director.
Clay MacGuire

 | Copy Writer.

Awards •
Shortlist ✩ PR/Direct/Media/Sustainable Development Goals

Our Idea •
Children with hemophilia lack or have low levels of certain proteins called “clotting factors.” As a result, their blood doesn’t clot properly and any skin cut can lead to excessive bleeding—potentially putting their lives at risk.

Our idea was to use the very result of their treatment—a scab on the skin—to show that healing can be a life-changing achievement for children that live with the disease. The campaign turned scabs, which are unattractive or appreciated, into the shape of beautiful dreams to show that proper treatment allows boys and girls to live a normal life—as children should.

| CRAFT

Creating Dreams •
A scab might be bothersome or visually unappealing for most of us. But for children with hemophilia, it means something beautiful—their skin is finally able to heal again. This ad shows the unique, unseen image of a skin scab shaped as an astronaut—illustrating the fact that children with hemophilia can go back to dreaming about their future when their body is able to heal.

To make this possible, we carefully studied the shapes and textures of different scabs to understand the stretches and limitations of its nature, so we could accurately represent it in the unusual shape of a human character—the astronaut. We also added dramatic lighting to help give it the right color and tones, and took advantage of the equipment of the astronaut to tie it back to the human skin.

Senior Creative Team •
Tim Hawkey | EVP, CD & Managing Dir.
Bernardo Romero | SVP, Gr. CD

Supervising Creative Team •
Mathieu Vinciguerra | VP, Asc. CD
Guillermo Aracena | Asc. CD
Bruno Brasileiro | VP, Asc. CD
Mario Arias | Asc. CD

Client • GRIFOLS


Vendor • Estúdio
Brasil