As part of their third year at CinéCréatis Bordeaux, students are asked to carry out a flagship project: the design and production of an advertising spot. This exercise, designed as an immersion in the realities of the audiovisual sector, requires rigour, creativity and a sense of teamwork. This year, one of the groups went beyond the academic framework to transform its project into a genuine opportunity for national broadcasting.
Their subject was part of a public health issue: promoting plasma donation for the Établissement Français du Sang (French Blood Establishment). While blood donation is now well known to the general public, plasma remains little-known, despite its essential role in the manufacture of many medicines and in the treatment of serious pathologies. With this in mind, the students decided to take an original approach, moving away from the traditional institutional codes.
The central idea of the project is based on a simple and universal observation: the fear of being injected. This reflex, which is almost instinctive, crosses all generations and is a real barrier to donation. Rather than trying to deny this fear, the students decided to turn it on its head by exaggerating it and making it absurd, the better to deconstruct it.
The film features three characters, each from a different age group, in order to appeal to a wide audience. A woman struggles to cope with a mosquito invasion in the middle of nowhere, a young adult injures himself handling a cactus while moving house, and an older man falls victim to a bedbug in his office. These situations, deliberately amplified, are based on an immediate visual comedy that quickly captures the viewer’s attention.
The choice of humour is not insignificant. It provides a light-hearted approach to a potentially anxiety-provoking subject, without diminishing its importance. Laughter becomes an awareness-raising tool, capable of creating an emotional connection with the audience while making it easier to remember the message.
The structure of the spot is based on an effective narrative mechanism. The scenes follow each other in quick succession, each highlighting an injection that has been given, until the viewer’s expectations are built up. This progression is resolved in the final scene, which marks a turning point in the story. The three characters find themselves lying down in a Donation House, ready to give their plasma. The contrast is immediate: screams and agitation give way to calm and serenity.
This final scene is like a revelation. The injection, hitherto associated with pain and fear, becomes a chosen act, full of meaning and solidarity. The message is clear: not all injections are created equal, and some can literally save lives.
The quality of the spot quickly attracted the attention of the team at the Établissement Français du Sang in Bordeaux. Seduced by the relevance of the concept and the skill with which it was produced, they decided to give the ad national exposure. This is an exceptional accolade for a student project, and a testament to the team’s professionalism and commitment.
Beyond its success, this project illustrates the ability of young designers to renew the codes of communication. By drawing on contemporary references and adopting an accessible approach, the students have succeeded in producing a film that is both effective and impactful.
The advert is also the result of a major collective effort. Each department, from production to post-production, played a key role in the success of the project. Despite budgetary, time and logistical constraints, the team showed adaptability and creativity to bring the project to fruition.
