NewYork-Presbyterian 3 Lives Bar

NewYork-Presbyterian, one of the nation’s leading healthcare systems, partnered with James Beard Award–winning pastry chef Dominique Ansel to create the exclusive 3 Lives Bar, a chocolate bar designed to raise awareness that a single blood donation can save up to three lives and to encourage New Yorkers to donate through the New York Blood Center to help support the city’s blood supply.

To bring this collaboration to life and drive engagement during a critical blood shortage, we developed a comprehensive campaign that educated New Yorkers on the impact of blood donation through experiential design and storytelling. The campaign included two :30 motion pieces for paid media, a wild posting and traditional out-of-home rollout, an activation event, and visual creative for satellite locations and mobile blood donation units.