Leo Burnett Australia

Can Creativity Make You Bleed?

Creative communication can challenge perceptions, motivate and influence behaviour. Can Creativity Make You Bleed? proposes that creativity is more easily defined by its outcome than its form ­– whether it be an image, words, music or other, the degree to which it harnesses human emotion becomes a marker of creative success.

Can Creativity Make You Bleed? by Leo Burnett Australia, tests the power of creativity to evoke emotion and motivate action. Spotlighting the community’s need for blood donation, each campaign asset is designed to trigger an emotional response – anger, joy, fear or disgust – that could prompt Australians to commit to giving blood. Activated by QR code the campaign invites visitors to reflect on which emotion would be most likely to make people take action. Can Creativity Make You Bleed? records and displays the results in a live graph, offering a visualisation of how creativity can inspire change.

Leo Burnett is a multi-national communications and creative agency founded, 1935 in Chicago Illinois (USA). Leo Burnett Australia, established in Melbourne in 1958, opened its original Sydney office in 1980. In 2017 The Gunn Report (USA) named Leo Burnett Australia the ninth ‘Most Awarded Agency in the World’, while the agency ranked #1 Australian agency 2019-20 in The Work Awards presented by Campaign Brief (AU).