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Dutch blood donors - Red Rail

Young people don't donate blood, but they are the one's who can help those in need the most. The assignment was to do something about it. 

We created a fashion brand in which items can only be purchased with blood, turning donating blood into something cool and sexy. A fashion collection of unique pieces was created by 18 selected designers. The pieces were showcased in a catwalk during the Amsterdam Fashion Week 2010.



After the show, the pieces were included in a website and the customers had six months to give blood.
All the subscribers participated in a lottery to win the item they selected from the first Red Rail Collection. 
www.theredrail.com

This is the billboard created to promote the event and fashion line.

The catalogue we created, featuring all the creations from each designer.

The Red Rail was reviewed in different fashion related media from all over the world.

Agency: The Soon Institute
AD: Eddy Guimarães
CW: Kako Mendez