A truly rockin’ collaboration requires epic copy.

During each fortnight leading up to Metallica’s Australian tour dates, every blood donor who gave in certain Australian Red Cross Lifeblood donor centres received a limited-edition Lifeblood x Metallica collab t-shirt.

I crafted all copy for the collaboration to rave reviews from Metallica and Lifeblood. In fact, the American Red Cross liked it so much they used it for their own related assets.

And for under a $10,000 budget, Lifeblood boosted blood donations nationally by 77% in one week. Now that’s metal.