- 25/06/2026
Crosses for Crisis
Geoffrey Hantson, President of the Classic jury for the Creative Belgium Awards 2026: “This campaign is a brilliant fusion of a classic icon and modern relevance. The familiar pharmacy cross is transformed into a real-time signal for urgent blood donation needs. It’s not just a campaign; it’s a meaningful solution. Damn, this is outstanding work: innovative, highly relevant, and deeply effective. The pharmacy cross was once green, then turned red, and now it’s turning gold.”
Crosses for Crisis transforms an existing media part of healthcare shops into a real-time life-saving system. By transforming the pharmacy crosses into emergency signals the campaign integrates seamlessly into people’s daily environment and into a healthcare environment without adding new media. By connecting pharmacy LED crosses to live national blood bank data, we turned a static symbol into a responsive signal. When blood supplies dropped to critical levels, the familiar green cross dynamically turns red, transforming a passive sign into an urgent public call to action.
- Creative Belgium Awards 2026
- Gold, digital
- Gold, Direct
- Gold, Innovation
- Gold, Outdoor & Print
- Silver, Media
- Cannes Lions 2026
- Bronze, Media
- Agency: Mutant
- Client: Rode Kruis Vlaanderen
- Account: Allen Marchant, Shi Qi Ji, Alice Platteau, Lina Mertens, Innie Tran
- Advertiser: Sophie Heymans
- Agency Producer: Camille Krekels, Michelle Boatey
- Creative: Simon Pyson, Iris Nuyts, Frans Hulet
- Creative Director: ODIN SAILLÉ, Ruben Van Maldeghem, Julien Lefèvre
- Designer: Frank Schouwaerts
- Motion Designer: Bob Van den Audenaerde, Sam Dekocker
- PR: Anneleen Coppens
- Production Company: Pharmes
