Blood donations drop by 20% over the festive period, but the need for donations is at its highest.

We turned W+K London’s office window into an interactive Christmas tree installation to encourage the people of Shoreditch to donate. The tree was made entirely out of plastic tubing, constantly flowing with red liquid. When people texted their postcode to the window, blood from the bag appeared to pump into the tree as the flow got faster and it began to glow.

They then received a personalised text that linked them to available appointments that month at their local donation centre.