The campaign is centred on a simple and striking TV spot, below, which features a rose (the England rugby team symbol) on the brink of death brought back to full bloom via a transfusion of blood. A voiceover from Sir John Hurt implores viewers to donate. The ad was shot by director Simon Stock and features extensive CG work from Finish.
Alongside this film is a longer online spot which shows former stars such as Jonny Wilkinson, Ben Kay and Martin Johnson giving blood, and talking candidly about their time as England players, as well as why they feel they need to ‘give back’ to the world.
A small amount of the blood they donated was then given to artist David Bayo, who mixed it with red ink and water to create blood rose artworks. These were then signed by the stars and are being used in posters for the campaign (Ben Kay poster shown below).
Agency: Pablo London
Creative directors: Tim Snape, Chris Landy
Production company: Squire
Directors: Simon Stock, Deane Thrussell
Visual effects and post-production: Finish