Donate a best friend
Brand strategy / Concept / Campaign film
Role / Brand strategy, concept, videoproduction, speak, actor
Client / Born & KEA
Industry / Sperm Bank
Deliveries / Concept & campaign
Cast / Anders Bang & Sebastian Telvig
Client brief
Born, Denmark's third-largest sperm bank, is in urgent need of recruiting more donors aged 18-45. Our task was to create a campaign that emphasized the idea of helping others rather than just making a quick buck. The client wanted us to use humor, but in a way that wasn't corny or condescending.
Creative output
20,000 friends in Denmark owe their existence to donors. Now, picture your closest friend suddenly gone.
Introducing our danish campaign film: 'Donate a Best Friend'.
Strategy on a page
Business problem
BORN struggles with the barriers that young men face regarding the idea of becoming sperm donors.
Consumer problem
PROBLEM IS that young men cannot see the value for themselves in becoming sperm donors & they can't relate with the issues regarding infertility.
Insight
HOWEVER we often take our relationships for granted.
Solution
WE NEED TO show that without sperm donors, your best friend might not be here.
Consumer goal
SO THAT as a sperm donor, you can provide others with the chance to meet their best friend, just as you have yours.
Business goal
HELPING TO recruit 100 new sperm donors after the campaign.
Screengrabs from the film
Visual assets
We have supplemented our campaign film with still images to reinforce the message. Born's logo has been changed to a half-heart to emphasize the campaign message of your better half fading away.
Additionally, we are organizing a LAN party at KEA, where participants and their friends can play Counter-Strike and be given a t-shirt. Doing the game, players wearing a half-heart on their t-shirt will be eliminated from the game. This way, young people can reflect on the importance of their relationships while playing.
“The campaign and its core ideas are perfectly aligned with our tone of voice. There are certainly some insights we can leverage for our own marketing efforts here.”