US Ad of the Day: Donate Life America gamifies organ donation with ‘Healing dice’
To incentivize gamers to become registered organ donors, Donate Life America is giving away a limited edition set of organ-containing gaming dice.
Starting today, gamers can go from tabletop and desktop champions to posthumous heroes, thanks to Donate Life America.
Donate Life, the nonprofit organization dedicated to providing more donated organs for the 100,000+ people waiting for transplants, today released a sweepstakes for all organ donors on its Instagram and YouTube pages.
The prize? A custom set of eight polyhedral gaming dice with tiny, hand-painted organs and tissues inside, called ‘The Healing Dice.’ From the lungs to the pancreas, each of the depicted organs can save and heal a life via deceased donation.
What’s more, The Martin Agency-created campaign is targeted towards an extremely passionate and imaginative group of people: gamers. By putting the dice amid esoteric ephemera like goblets, skulls and swords, the spot seeks to tap into the lore gamers often create during games with their hobbyist friends. For example, the eighth die, called ‘The Lifesaving Die,’ features an anatomical heart and reserved for ‘death saves,’ which gamers will recognize as key life and death moments in a game.
To enter to win, registered donors can visit www.thehealingdice.com between Monday, February 27 and Monday, March 27. Winners will be announced throughout March.
Credits:
The Martin Agency
Neel Williams – Group Creative Director
Kate Placentra – Creative Director
Kim Nguyen – Creative Director
Nate James – Senior Designer
Mark Caasi – Studio Artist
Danny Robinson – Chief Creative Officer
Hannah Luse – Account Supervisor
Chris Mumford - President
Tasha Dean – Chief Revenue Officer
Anna Gilliam – Associate Print and Product Producer
Kim Zaninovich – Executive Digital Producer
Suzanne Wieringo - Associate Director, Business Affairs
Matt Kessler – Associate Director, Cultural Impact Communications
Elizabeth Matthews – Senior Project Manager
Heather Hartman – Senior Project Manager
Kelly Clow - Associate Director, Financial Affairs
Mariana Cotlear-Vega - Strategic Planning Director
Crux Scenica:
Joshua Bennett
Christinia Delli Santi
Big Secret:
Jason Lefton
Superjoy:
Director – Brian Camp
Photographer – David Freeman
Production Director – Leslie Evers
Senior Producer – Amanda Ricks
Editor & Colorist – Will Rummel
Flame Artist – Paul Wiederholt
Flame Assistant – Armando DeMachi
Associate Director, Post Production – Katherine Leatherwood
Senior Post Producer – Christopher Frendo
Associate Director, Design & Motion – Josh Corliss
Content Creator, 3D / Motion – Jay Purrington
Content Creator, Motion – Andres Jimenez
Director of Animation Production – Joanna Recinos
Associate Director, Digital Lead – Angela Williams
Motion Producer – Jack Johnson
Head of Production – Kerry Ayers
Executive Producer – Brian Fox
One Pixel Off:
Clayton Partridge
Jen Paul
Ryan Hryciuk
Promosis:
Harry Janock
Kramer Huculak
Tom Paschetto
Melissa O’Brien
Margaret Hollister
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