Markham Yard Creates “Good Karma” Campaign for New York Blood Center Enterprises
Miami-based advertising agency Markham Yard is launching “Good Karma by the Pint,” an unorthodox new campaign to inspire people to donate blood on behalf of New York Blood Center Enterprises (NYBCe), a community nonprofit blood bank based in New York with donor centers in eight states. The largely digital campaign (Facebook, Instagram, YouTube, programmatic CTV, programmatic audio) launches June 13 in those markets and will be evergreen.
The objectives are to increase general awareness about the need for blood donations and also recruit people who have never previously considered donating. Additionally, NYBCe hopes to stimulate more regular donations from those who have previously contributed.
This category of advertising presents some unique challenges: Blood donor campaigns typically speak to the societal benefits of donation or incentivize donation through perks. However, Markham Yard’s research revealed an insight: The social currency of being seen as someone who participates in a good cause is a powerful motivator. That became the inspiration for their two-minute Good Karma mini film, and derivative :30s, and :15s. Additionally, the shop created two 30-second radio spots based on the catchy custom song written to tell the story.
This whimsical song tells the story of how one can get a spoonful of good karma through small everyday acts or give blood and get “Good Karma by the Pint.” The action takes place in a playful, artfully crafted world rendered in a digital approximation of claymation by partner Roof Studio, which built this world inhabited by a diverse cross-section of everyday characters to show what life could look like if we all did what we could to keep the good karma flowing.
Credits:
Client: New York Blood Center Enterprises
Adrian David – EVP, COO Blood and Laboratory Operations
David Graham – SVP, Enterprise Donor Engagement
Lauren Meyer – Executive Director, Strategy and Planning, Enterprise Donor Engagement
Lauren Hinz – Executive Director, Market Insights, Enterprise Donor Engagement
Kari Schwen – Creative Director, Enterprise Donor Engagement
Carolyn Strum – Manager, Strategy and Planning, Enterprise Donor Engagement
Campaign Title: Good Karma By The Pint
Agency: Markham Yard
Chief Creative Officer: Markham Cronin Creative Director: Jack Bagdadi Art Director: Laura Suescun Copywriters: Alex Lozana / Karina Bagdadi Account Service: Katherine Perez / Salome Berrebi Business Affairs: Sara Cronin Head of Production / Agency Producer: Alec Lopez Digital Media Team: Carl Izzi, Raquel Baez, Chantal Alvarez, Jean Cardenas Traditional Media Team: Michael Perez, Ashley Humm
Production Company & City: Roof Studio, Brooklyn, NY
Creative Direction: Guto Terni, Vinicius Costa, Lucas Camargo Direction: Kawe de Sá Art Direction: Lucas Camargo Executive Producer: Fernanda Curi 3D Supervisor: Gus Rodrigues Production Manager: Jhonatan Luiz Line Producer: Fernanda Fraiz Pipeline CGI: Carlos Hallan
Concept Artists:
Diego Barcelos, João Lavieri, Patrícia Sonoda
Environment Modeling:
Adam Pierre, David Carvalho, Danilo Silva, Doug Silva, Ismael Marquez, Pedro Brigagão, Marcus Sidonio, Natan Ernani
Characters Modeling:
Alexandre Corbini, André Hamada Kikumoto, Brendon Souza, David Carvalho, Edu Souza, Gabriel Acácio, Gabriel Oliveira, Guilherme Luis Coban, João Bueno, Karina Bastos, Matheus Lima, Maycon Lopes, Natan Ernani, Rhenan Fidelis, Ricardo Viana, Tamires Raymundo
Leads Lookdev:
Marinho Silva, Tiago Mesquita
Character Lookdev Artists:
Bruno Henrique Peres, Bruno Macedo, Jiovana Santos, Julio Bonfante, Marcos Moraes, Morgana Galvan, Pietro Bernardi, Victor Trovato, William Silva
Environment Lookdev Artists:
Bruno Henrique Peres, Bruno Macedo, Julio Bonfante, Pedro Henrique Placido, Pietro Bernardi, Marcos Moraes
Lead Lighting:
Marinho Silva
Lighting Artists:
Guilherme Cazarine, Lauréline Grandin, Letícia Pires, William Silva
Character Rigging Lead:
Thiago Valentim
Character Rigging:
Douglas Fusinato, Gabriel Nakata, Guga Pixel, Marcos Leite, Tamires Garcia
Layout Supervisor:
Kawê de Sá
Layout Artist:
Diego Milanski
Lead Animation:
Christian Weckl
Animators:
Caio Nunes, Guilherme Gazzoni, Hannry Pschera, Igor Copelli, Jonas Silva, Jonathan Souza, Jorge Zagatto, Leo Targino, Marcos Elias, Marcus Carvalho, Michael Carlos, Ronaldo Brito, Vini Ribeiro
3D Motion Graphics:
Everton Rios
Lead Assembly:
Doug Silva
Assembly and Render:
Danilo Silva, Diego Milanski
VFX Assembly:
Lobão
Composition Lead:
Rafael Chiavegatti
Compositors:
Alê Camargo, Gustavo Pinheiro, Marco Silva, Ralph Reinle
Still Compositors:
Aline Freitas, Lucas Farizatto
Music Company: Tonal Chaos
Founder / Executive Producer of Tonal Chaos: Marc Aaron Jacobs
Music: Jason Miller
Vocals: Devyn Rush
SDX and Mix: Eric Berdon
Miami-based advertising agency Markham Yard is launching “Good Karma by the Pint,” an unorthodox new campaign to inspire people to donate blood on behalf of New York Blood Center Enterprises (NYBCe), a community nonprofit blood bank based in New York with donor centers in eight states. The largely digital campaign (Facebook, Instagram, YouTube, programmatic CTV, programmatic audio) launches June 13 in those markets and will be evergreen.
The objectives are to increase general awareness about the need for blood donations and also recruit people who have never previously considered donating. Additionally, NYBCe hopes to stimulate more regular donations from those who have previously contributed.
This category of advertising presents some unique challenges: Blood donor campaigns typically speak to the societal benefits of donation or incentivize donation through perks. However, Markham Yard’s research revealed an insight: The social currency of being seen as someone who participates in a good cause is a powerful motivator. That became the inspiration for their two-minute Good Karma mini film, and derivative :30s, and :15s. Additionally, the shop created two 30-second radio spots based on the catchy custom song written to tell the story.
This whimsical song tells the story of how one can get a spoonful of good karma through small everyday acts or give blood and get “Good Karma by the Pint.” The action takes place in a playful, artfully crafted world rendered in a digital approximation of claymation by partner Roof Studio, which built this world inhabited by a diverse cross-section of everyday characters to show what life could look like if we all did what we could to keep the good karma flowing.
Credits:
Client: New York Blood Center Enterprises
Adrian David – EVP, COO Blood and Laboratory Operations
David Graham – SVP, Enterprise Donor Engagement
Lauren Meyer – Executive Director, Strategy and Planning, Enterprise Donor Engagement
Lauren Hinz – Executive Director, Market Insights, Enterprise Donor Engagement
Kari Schwen – Creative Director, Enterprise Donor Engagement
Carolyn Strum – Manager, Strategy and Planning, Enterprise Donor Engagement
Campaign Title: Good Karma By The Pint
Agency: Markham Yard
Chief Creative Officer: Markham Cronin
Creative Director: Jack Bagdadi
Art Director: Laura Suescun
Copywriters: Alex Lozana / Karina Bagdadi
Account Service: Katherine Perez / Salome Berrebi
Business Affairs: Sara Cronin
Head of Production / Agency Producer: Alec Lopez
Digital Media Team: Carl Izzi, Raquel Baez, Chantal Alvarez, Jean Cardenas
Traditional Media Team: Michael Perez, Ashley Humm
Production Company & City: Roof Studio, Brooklyn, NY
Creative Direction: Guto Terni, Vinicius Costa, Lucas Camargo
Direction: Kawe de Sá
Art Direction: Lucas Camargo
Executive Producer: Fernanda Curi
3D Supervisor: Gus Rodrigues
Production Manager: Jhonatan Luiz
Line Producer: Fernanda Fraiz
Pipeline CGI: Carlos Hallan
Concept Artists:
Diego Barcelos, João Lavieri, Patrícia Sonoda
Environment Modeling:
Adam Pierre, David Carvalho, Danilo Silva, Doug Silva, Ismael Marquez, Pedro Brigagão, Marcus Sidonio, Natan Ernani
Characters Modeling:
Alexandre Corbini, André Hamada Kikumoto, Brendon Souza, David Carvalho, Edu Souza, Gabriel Acácio, Gabriel Oliveira, Guilherme Luis Coban, João Bueno, Karina Bastos, Matheus Lima, Maycon Lopes, Natan Ernani, Rhenan Fidelis, Ricardo Viana, Tamires Raymundo
Leads Lookdev:
Marinho Silva, Tiago Mesquita
Character Lookdev Artists:
Bruno Henrique Peres, Bruno Macedo, Jiovana Santos, Julio Bonfante, Marcos Moraes, Morgana Galvan, Pietro Bernardi, Victor Trovato, William Silva
Environment Lookdev Artists:
Bruno Henrique Peres, Bruno Macedo, Julio Bonfante, Pedro Henrique Placido, Pietro Bernardi, Marcos Moraes
Lead Lighting:
Marinho Silva
Lighting Artists:
Guilherme Cazarine, Lauréline Grandin, Letícia Pires, William Silva
Character Rigging Lead:
Thiago Valentim
Character Rigging:
Douglas Fusinato, Gabriel Nakata, Guga Pixel, Marcos Leite, Tamires Garcia
Layout Supervisor:
Kawê de Sá
Layout Artist:
Diego Milanski
Lead Animation:
Christian Weckl
Animators:
Caio Nunes, Guilherme Gazzoni, Hannry Pschera, Igor Copelli, Jonas Silva, Jonathan Souza, Jorge Zagatto, Leo Targino, Marcos Elias, Marcus Carvalho, Michael Carlos, Ronaldo Brito, Vini Ribeiro
3D Motion Graphics:
Everton Rios
Lead Assembly:
Doug Silva
Assembly and Render:
Danilo Silva, Diego Milanski
VFX Assembly:
Lobão
Composition Lead:
Rafael Chiavegatti
Compositors:
Alê Camargo, Gustavo Pinheiro, Marco Silva, Ralph Reinle
Still Compositors:
Aline Freitas, Lucas Farizatto
Music Company: Tonal Chaos
Founder / Executive Producer of Tonal Chaos: Marc Aaron Jacobs
Music: Jason Miller
Vocals: Devyn Rush
SDX and Mix: Eric Berdon