SPORTO, The best sports marketing campaign
In 2011, together with NK Maribor, we created a campaign that added a new charitable dimension to the brand of the country’s biggest football club. The idea was built around a simple metaphor: fans are connected by purple blood. We brought this idea to the streets of Maribor through a guerrilla activation with purple blood bags filled with juice, handed out by purple nurses. The activation served as an introduction to the first blood donation campaign Vijol’čna kri za vse ljudi, created in collaboration with NK Maribor, the Transfusion Medicine Centre of the University Medical Centre Maribor, and the Slovenian Red Cross. What started as a one-off idea grew into a tradition. September is now reserved for an event with a noble purpose, connecting the club, its fans, and the wider community.
Today, Violet blood project is celebrating 10 year anniversary and we are proud of the fact that more and more people each year are choosing to volunteer as blood donors, escalating into bigger, two days long event. Thanks also to an extraordinary volunteer Mojca Pepelnik, to continue this project in which we still contribute each year with refreshed graphic identity.
