Client: VADC (Latvian Blood Donation Center)
Agency: McCann Riga
Head of creative: Valters Jonāts
Creative: Me
Art Direction: Me, Ilze Konošonoka
Design: Me, Ilze Konošonoka, Edgars Drusts
Project manager: Dita Mertena, Toms Ķelderis
Agency: McCann Riga
Head of creative: Valters Jonāts
Creative: Me
Art Direction: Me, Ilze Konošonoka
Design: Me, Ilze Konošonoka, Edgars Drusts
Project manager: Dita Mertena, Toms Ķelderis
Legend tells that the Latvian flag was created from a canvas stained by the blood of a fallen hero who inspired Latvians to be strong and united. We decided to challenge the national pride of Latvians and altered the flag to reflect the amount of blood donors in the country. It contained only 41% of its original blood red, thus demonstrating that Latvia lacks many heroes who donate their blood. The Drying Flag was hung instead of the real Latvian flag by the various institutions and served as an outdoor that raised questions, gained awareness of the issue and attracted new blood donors.
