Life Lolli
Role: Creative Director
KMSZ
A lollipop designed to save lives.
CHALLENGE:
Young stem cell donors (18 - 30) are statistically the best candidates to help people with blood cancer to survive. But the current communication and way to register wasn’t appealing enough for young people to participate.
IDEA:
The typical tool for DNA tests is a simple swab. That’s where we saw a new way to disrupt the category. Introducing Life Lolli: a heart shaped lollipop that provides a tasty way to collect your DNA, and an irresistible opportunity for the selfie-generation to share their good deed with the world.
Watch the case film
A playful product for a serious topic.
To appeal to a younger audience, we made sure the product, package design and the campaign communication were as playful as possible. Every Life Lolli pack contains all the information needed including the registration form and return envelope to send the swab back to KMSZ so it can be analyzed and stored in the national register ready to help potential blood cancer patients.
Launching on social media.
We launched the idea on a special day (World Kids Cancer Day) with the charitable help of over 100 German key influencers including: gamers, musicians, beauty vloggers, celebrities and sports stars. They were tasked to take a photo of the Life Lolli on their tongues with the #lifelolli hashtag to start the movement.
Order your Life Lolli now for free.
All activities drove traffic to the Life Lolli website where people could order a Life Lolli for free to donate their DNA to the national register.
Inviting everyone to save lives.
Life Lolli was also generously supported with free media including TV, print, OOH, event and digital display, creating huge national exposure.
Pick up a pack at your local store or kiosk.
Life Lollies are now also available at selected stores across the country, creating an entirely new channel to generate more stem cell donors for KMSZ.
Donate your DNA and donate your reach.
Not only can people donate their DNA to the national register but they can also donate their picture to social media with the hashtag #lifelolli. This created an efficient loop that extended the reach of the campaign because every Life Lolli that was ordered generated more orders.
Results:
235 M+
media impressions.
680%
increase in monthly registrations compared to average.
19.9%
of website visitors ordered a Life Lollii.
11 YEAR
decrease in registration age (down from 37 to 26 years).
18 LIVES
saved so far & counting.
Awarded:
Credits: Client: Dr. med. Johannes Fischer, Concept: Ann-Catrin Bloemer, CCO: Till Diestel, Creative Managing Director: Kristoffer Heilemann, CD: Andy Wyeth, Veikko Hille, Client Service Director: Marei Wilke, Copy: Christian Korntheuer, Marie-Therès Schwingeler, Jan-Philipp Michalik , Art: Ann-Catrin Blömer, Jan Schulz , Miguel Chordá, Julia Kinast, Technical Development: Martin Boeing-Messing, Account: Clara Wesemeyer, Planning: Ralf Sieke, Chief Production Officer: Steffen Gentis, DOP/Edit: Alexander Link, Juhn Kim, Production Animation: Niklas Lemburg, Lara Elmenhorst, Production Company: Craftwork, Musik/sound design: Timo Kockmeyer
Selected Works
