Part of You Radio — Australian Red Cross Lifeblood

The Brief: Make people want to donate blood — without leading with guilt or urgency.

Blood replenishes. Once donated, it goes on to do things in the world completely disconnected from the person who gave it. Most donors have no idea what part of them has already achieved.

A radio spot that puts you in the middle of someone else's greatest moment — an Oscar win, a marathon finish line, a Gordon Ramsay kitchen. Each scene lands the same way: well, at least part of you did.