WHAT MAKES YOU BLEED

An annual competition run every year, in 2022 the NGV invited Leo Burnett along with five other agencies in to take part in the Rigg Design Prize.

The brief was to “to celebrate how creativity can shape who we are and the world we live in”. Rather than simply just celebrate creativity’s ability to shape behaviour though, we set out to prove it and used our exhibition space as a social experiment to see what emotion motivates the public most to donate blood.

Not only did we learn a lot in the process, we also took the Rigg Design Prize home to boot.