American Red Cross

Drop For Drop

The Problem

In 2022, the world was facing one of the worst blood shortages in over a decade. With 37,000 blood drives canceled and college campus shut downs in 2021 alone, it was nearly impossible for a crucial demographic to donate blood: Gen Z. We partnered with the American Red Cross to reach young people by offering them the opportunity to cop limited-edition merch drops from legendary streetwear designers.

Design, Experiential

Our Solution

Joining forces with three legendary streetwear designers: Eric Emanual, New York Sunshine and Warren Lotas, we used blood as currency by offering three custom, limited-edition merch designs for free in exchange for a single unit of blood.

Getting Gen Z to Bleed for Limited-Edition Merch