We shot a short film about blood donation. The film was available to download free of charge and only using torrent files. Upon launching the film, the user sees a notification that, at that very moment, he is a torrent donor to others wishing to see the film, and that this is a normal feature of online life. One only has to remain loyal to this principle in real life, to become a regular real-life blood donor.

The movie enjoyed Hollywood-like full-scaled promotion and initiated buzz: advertising on major sites, a trailer, a promo-site, and full-fledged support on social media with the games and interactive comic strip about the film.

We managed to create a buzz around the film - campaign reach was 10.7m people. Within the first hour, more than 100 links to the film were shared by users in social media. In addition, 5,017 users downloaded the video within the campaign.And the main point is that many of the users openly stated their intention to go to a Blood Transfusion Station immediately.