What’s your blood type?
People rarely think about their blood type. But what would happen if that ‘type’ were to go missing? We put the idea to the test.
Noticing what’s gone
We launched ‘Missing Type’ where the letters of blood groups A, O and B were removed from the names, places and brands that we engage with in everyday life. We approached partners to drop the ‘missing type’ letters from their brands, resulting in the Daily Mirror, Campaign magazine, Odeon, O2 and even the street sign at Downing Street changing their names. Then we staged a series of activities to create disruption and provide news and social content.
We created an inclusive movement where anyone could drop the type from their social media profiles and content. Hard-hitting blanket news coverage and social media content, reaching over 2 billion people in 21 countries, were critical to the campaign’s success as all partnerships with participating brands were earned via goodwill and shared commitment to the cause rather than paid support.
Many of the world’s biggest brands, including Google, Coca-Cola, Microsoft, McDonald’s and Santander, subverted their brand logos in the name of ‘Missing Type’ and featured in a new TV advert depicting an eerie, unsettling world where the vital letters of the blood groups mysteriously disappear from familiar signs and logos.