New York Blood Center Enterprises (NYBCe) has teamed up with Miami-based advertising agency Markham Yard to launch a campaign aimed at encouraging a new generation of youth blood donors.
The campaign, titled “Extra Life,” uses the themes of classic video games to create a sense of youth, empowerment, and nostalgia, capturing the attention of young donors. The campaign includes various media channels such as social media, digital, video, and print, with each piece embracing the gaming culture.
The COVID-19 pandemic led to a 50% drop in youth blood donations across the nation, resulting in a loss of more than 20,000 youth blood donations for NYBC annually. To address this challenge, NYBC partnered with Markham Yard to engage young people in a familiar and appealing way. By emphasizing that donating blood is easy and painless, the campaign aims to inspire a lifelong habit of blood donation among younger donors.
As part of the initiative, NYBC will also collaborate with influencers to reach a predominantly New York-based audience within the 18-30-year-old demographic. The campaign’s digital media creative, directed by SixTwentySix’s Miles and AJ, include two spots, “Game On” and “Power Up,” which leverage high-energy cinematography and graphics-intensive post-production to immerse the audience in a video game-inspired aesthetic. Watch below:
REELated:
Miles & AJ of SixTwentySix had this to say, “Magically transforming the project’s everyday scenes into brightly colored, thrilling, action-packed spectacles and seamlessly fusing the use of practical and CG effects helped us to achieve that ‘nostalgic modernity,’ invoking cherished memories of gaming icons from the ’90s like Nintendo and Sega.”
Andrea Cefarelli, Senior Vice President at New York Blood Center, expressed excitement about the partnership with Markham Yard and the campaign’s goal of encouraging young people to donate blood through the appeal of popular video games.
NYBC will continue hosting blood drives at college campuses in New York and New Jersey through the end of the year to promote student participation. Donors will receive NYBC/Extra Life-branded swag items as a thank-you gesture for their contribution.
CREDITS:
BRAND: New York Blood Center
AGENCY: Markham Yard
- Founding Partner / Chief Creative Officer: Markham Cronin
- Creative Director: Jack Bagdadi
- Senior Account Director for NYBCe: Katherine Perez
- Account Director for NYBCe: Salome Berrebi
- Director of Production / Agency Producer: Alec Lopez
- Copywriter: Alexander Lozana
- Art Director: Laura Sescun
PRODUCTION COMPANY: SixTwentySix
- Director: Miles & AJ
- Executive Producer: Austin Barbera
- EP/ Head of Production: Jonny Edwards
- Production Coordinator: Amber Bolden
- Executive Assistant: Kate Manning
- Post Producer: Dan Gilette
- Producer: Jacob Goldberg
- Production Manager: Carrie Bronstein
- Production Coordinator: Sophia Lilla
- 1st AD: Marc Kelly
- 2nd AD: Ian Kelly
- 2nd 2nd AD: Hollye Swinehart
- Location Manager: Adam Atenasio
- Location Assistant: JP Winer
- Location Assistant: Mitch McColl
- Parking Coordinator: Rob the Coneman
- DP: Russ Fraser
- 1st AC: Chevy Anderson
- 2nd AC: Tanice McFadden
- DIT: Thomas Wong
- VTR: Brian Sanchez
- Editor: Miles Cable
- 1st Assistant Editor: Michael Duffy
- Cutdown Editor: Brian Welch
- Colorist: Daniel de Vue
- VFX: Kevin Quinlan
- Stunt Coordinator: Leo G.
- Sound: Rick Cardone
- Gaffer: Jay Warrior
- Best Boy Electric: Elan Sherman
- Electric: Bobby Swaringer
- Electric: Fady Atteya
- Electric: Chris Wayne
- Genny Operator: Joe Chiofalo
- Key Grip: Jared Hermann
- BB Grip: Bryan Landes
- Grip: Chris Yannaco
- Grip: Dan Connelly
- Grip: Foster McLaughlin
- Driver/Swing: Chris Poloni
- Additional Driver: Noah Yu Schifrin
- Head Tech: Junction Wen
- Production Designer: Roxy Martinez-Michaud
- Art Director: Sonal Naroth
- Leadman: Mark Hayes
- Prop Master: Zelda Vyssotsky
- Set Decorator: Stephanie Berumen
- Set Dresser: Caroline “kit” Sheridan
- Set Dresser: Ryan Isenhart
- Set Dresser: Ryan Rivera
- Set Dresser: Joshua Stone
- Scenic: Leda Seda
- Art PA/Driver: Oluyemi Finerson
- Wardrobe Stylist: Savannah White
- Stylist Assistant: Hannah Hurley
- Stylist Assistant – BG: Shannon Gorman
- Make Up Artist: Annie Johnson
- Makeup Artist assistant: Callie Johnson
- Hair Stylist: Justine Sierakowski
- Hair Stylist Assistant: Emily Klein
- BTS Photographer: Jeff Malo
- HMU: Dejah Haynes
- OCP 1 – Hero Male: Christopher Fiore
- OCP 2 – Professor: Charmaine Lord
- OCP 3 – Jock: Jonathan Cruz
- OCP – Library Girl: Cecilia Kurachi
- OCP – End Waving Girl: Gabriella Buga
- OCP 6 – Phlebotomist: Wren Mack
- Background Talent 1: Hailey Omollo
- Background Talent 2: Lisneidy Cancinos
- Background Talent 3: Rose McAfee
- Background Talent 4: Skye Kita
- Background Talent 5: Helena Koroteeva
- Background Talent 6: Hamid Whab
- Background Talent 7: Delon Phillips
- Background Talent 8: Vincent Zaninovich
- Background Talent 9: Yauhen Saldatau
- Background Talent 10: Selena Dukes
- Background Talent 11: Julee Kerr
- Background Talent 12: Sofia Subero
- Background Talent 13: Alvaro Chaez
- Background Talent 14: Wei Hao Chen Ng
- OCP 1G Alicia (Hero): Anastasia Martin
- OCP 2G MR. Turner (Subs. Teacher): Greg Schweers
- OCP 3G Lance (Hall Monitor): Nicolas Hermick
- OCP 4G Teacher (Lunch Duty): Gaby Gold
- OCP 5G Phlebotomist: Harper Harris
- Background Talent 1: Brooke Bates
- Background Talent 2: Jasmine Garvin
- Background Talent 3: Jennifer Charles
- Background Talent 4: Allison Bell
- Background Talent 5: Ann Nguyen
- Background Talent 6: Mary Thorpe
- Background Talent 7: Kevin lama
- Background Talent 8: Gus Ramirez
- Background Talent 9: Ahmad Lake
- Background Talent 10: Marc Garcia
- Background Talent 11: Brian Liranzo
- Background Talent 12: Cynthia Burnette
- Background Talent 13: Jackie Kim
- Background Talent 14: Joshua Alejandro
- Background Talent 15: Stephanie Bethancourt
- PA Truck: Rich Buchanan
- PA – Truck/Set: Damian Buchanan
- PA – 15 PASS/Set: Chad Miller
- PA: Daniel Kim
- PA: Tim Lopez
- PA: Serena Velarde
- PA: Tim Guzman
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