Australian Red Cross Lifeblood has launched a fully integrated national campaign, “Unlikely Version”, created in partnership with M+C Saatchi. Blending the power of music with deeply personal storytelling, the campaign shines a spotlight on the life-saving impact of blood, plasma, stem cell and platelet donations.
At its heart is a bold reimagining of Sia’s “Unstoppable” — performed entirely by Australian artists and musicians whose lives were saved by donors. Led by Tina Arena and Ngaiire, the track transforms a global anthem into something profoundly personal. This new rendition celebrates resilience against the odds, uniting two distinct vocal forces to create a version that feels both nostalgic and newly charged — familiar in spirit, yet fearless in its reinvention.
Rolling out nationwide from 3 March 2026, the campaign spans owned, earned and paid channels, with a media strategy delivered by paid media agency Clemenger BBDO.
Hero content includes a full-length music video, a behind-the-scenes film, multiple cut-downs and a suite of still imagery capturing the song performed live. Filmed at Melbourne’s Festival Hall, the live performance brings together the lead artists and band members to create an expression of what becomes possible when people receive life-giving donations.
Campaign assets will appear on screens including TV, BVOD, SVOD, YouTube and in cinemas nationwide. It will also live across Lifeblood’s own touchpoints, from in-centre environments and one-to-one communications to social platforms. This will be supported by a national PR strategy built around the song and the powerful stories of donation recipients, alongside an influencer program that brings together Lifeblood donors and recipients.
Lifeblood’s Chief Marketing Officer, Jeremy Weiss, said the work highlights the powerful outcomes of donations. “What makes this campaign unique is how it brings together music, storytelling and lived experience to create something truly memorable. By putting the voices of recipients front and centre, we’re showing the real-life impact of donation. The “Unlikely Version” is a reminder that every donation not only saves a life, it enables people to continue their lives with purpose and possibility.,” Jeremy said.
Jeremy added: “We also wanted to show that beyond blood donation, Lifeblood provides life-giving biological donations for life-changing outcomes. This includes collecting plasma and platelets, and helping recruit stem cell donors.”
With more than 1.7 million donations of blood, plasma and platelets required in Australia every year, the campaign aims to drive renewed consideration and participation among existing and new donors.
Emma Robbins, M+C Saatchi Group ANZ Chief Creative Officer, said the “Unlikely Version” was built around shifting perceptions of donation from an abstract good deed, to something that has a profound effect on people’s lives and stories.
“Building on the success of the platform “Life is The Reason”, we wanted to show what donation makes possible, beyond survival – the lives lived and the magic those lives create. The reimagined song, “Unstoppable”, brings together people whose creative journeys exist because someone donated. The creative collaboration is about embracing the unlikely – there’s something powerful about hearing a song you think you know, reshaped by voices that have lived two different stories,” Emma said.
The campaign launched nationally on 3 March 2026 across owned, earned and paid channels. Watch the video of the live performance at lifeblood.com.au/unlikely-version or listen to the full studio recording via Spotify, Apple Music and YouTube.
CREDITS
- Client team
- Client: Australian Red Cross Lifeblood
- Chief Marketing Officer: Jeremy Weiss
- Head of Brand and Integrated Marketing: Bree Berg
- Senior Manager, Integrated Marketing: Steph Garner
- Senior Manager, Brand: Romina D’Amico
- Senior Campaign Specialist: Becky Brownjohn
- Campaign Specialist: Bec Gubbins
- Senior Manager, Creative Services: Amanda Brass
- Media and PR Manager: Hannah Rayment
- Agency team
- Creative agency: M+C Saatchi Australia
- Chief Creative Officer: Emma Robbins
- Creative Director: Daniel Borghesi
- Copywriter: Claire Kirby
- Art Director: Max Dawson
- Art Director: Jake Rowland
- Group Account Director: Alex Reynoldson
- Senior Producer: Zoe Rixon
- Head of Strategy: Mike Hyde
- Senior PR & Comms Lead: Claire Mallmann-Verlander
- Senior Social Media Manager: Terence Tiglao
- Media agency team
- Paid media agency: Clemenger BBDO
- Chief Media Officer: Stuart Bailey
- National Head of Product: Frank Curcio
- Strategy Director: Lachlan Kent
- Group Digital Director: Luke Egan
- Planning Manager: Peter Chantzos
- Client Partner: Alan Chung
- Digital Manager: Steph Athanasiou
- Digital Executive: Eliza Fogarty
- Senior Investment Executive: Daniela Moncayo
- Investment Coordinator: Daniel Durham
- Music and production
- Music Supervision: Level Two
- Production Company: MOFA
- Director: Bill Bleakely
- Executive Producer: Claire Perkins
- Producer: Stu Giles
- Cinematographer: Max Walters
- Live Music Producer: Guus Hoevenaars
- Post Production: The Editors
- Editor: Shannon Michaelas
- Editorial Assistant: Shaun Ellis
- Colourist and Online Editor: Jesse Richards
- Sound Design: Bang Bang Studios
- Sound Designer: Sam Hopgood
- Sound Producers: Holli Dee & Polly McGregor
- Music Supervision: Level Two
- Music Supervisors: Emily Crews & Marcus Brooke-smith
- Song: Unstoppable written by Sia and performed by Tina Arena & Ngaiire
- Publisher: EMI Music & Concord Music
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