NEWYORK-PRESBYTERIAN x DOMINIQUE ANSEL

NYC is in the middle of a blood shortage crisis and NewYork-Presbyterian wanted to create a blood drive unlike any other that would drive real donations and real interest to do so (repeatedly). Because when someone donates blood, they have the power to save up to 3 lives.

Whenever blood is donated, the donor needs to recalibrate their blood sugar immediately to not get dizzy or faint. And what are they given? Usually, a basic, ordinary cookie.

So we partnered with world-renowned chef (and inventor of the Cronut), Dominique Ansel, to create a limited-time only, extraordinary treat--the 3 Lives Bar--that could only be enjoyed by blood donors. The 360º campaign led to an increase in donations, ultimately saved lives, and rewarded these donors with an exclusive treat.