Let's celebrate!
While many bleeding disorders are rare, together they affect over 300,000 people worldwide.
To help connect and uplift this global community, we created the “Celebration” campaign for CSL Behring in partnership with the World Federation of Hemophilia.
This digital initiative told the story of the community’s resilience through social media, video, print, and even an interactive AR filter!
Social Media
The World's First "Cell-fie"
I partnered with PopulAR to create an augmented reality filter for use on social media!
This filter transforms users into a self-portrait made up of red blood cells and was used as a teaser for our upcoming video campaign.
This instagram filter was used over 20,000 times, making it one of CSL's highest performing social media assets.
Video & Print
I also led the development of video & print assets for the Celebration campaign, which included: a teaser video, social media shorts, and print ads.
Results
The campaign was translated into 7 languages and seen by over 27,000 people.
The filter was opened over 20,000 times in the first week of the campaign.
It won 2 MUSE awards: a platinum in social media, and a gold for integrated media.