By the minneapolis egotist / /

5IVE has launched a new public awareness campaign in partnership with Donate Life and LifeSource—a non-profit organization dedicated to saving lives through organ, eye, and tissue donation in the Upper Midwest. By bringing awareness to the importance of organ, eye, and tissue donation, the campaign aims to normalize the topic and highlight the fact that anyone can register as a donor—a decision that saves lives.

Check the Box features real people, real donors, real recipients, and their stories. 70% of the campaign participants have been directly affected by donation as either recipients or family members of recipients. Everyone featured is a registered organ donor.

“Organ donation is a very personal subject that hits at the core of what it means to be human. With this campaign, we wanted to flip the script, challenge perceptions and most importantly inspire people to see that at the end of day we are all united by our desire to live and help one another. What makes this campaign so authentic is the people behind it. The clients, the participants, the crew and the creatives all came together as one to create something bigger than any individual and share it with our community.” —Boriana Strzok, Creative Director, 5IVE

To produce the TV spots, 5IVE collaborated with local production company Committee Films and Director/DP Brandon Boulay. 

“My experience on this project, partnering with Boriana, has been a privilege. We developed a really strong trust in each other’s creative styles. I always felt like ideas were welcomed and listened to and then built upon, honed and tweaked to perfection. A collaborator in the truest sense of the word.” —Brandon Boulay, Director/DP, Committee Films  

The agency hired local photographer Shelly Mosman who captured the people behind the message. Boulay, Mosman, Strzok and a few others working on this project, are all alumni of the Minneapolis College of Art and Design who generously provided the location for the video shoot.

The campaign officially launched on April 3rd to kick off National Donate Life Month and will run for the next year in Minnesota, North Dakota, and South Dakota with media placement on television, radio, and OOH accompanied by a robust digital and social media strategy. 5IVE’s friends at Kose Digital were tasked with crafting the digital strategy and expanding the campaign across the web.

“Our new campaign, Check the Box, is the result of a strong collaboration between LifeSource and 5IVE. 5IVE took the time to learn about donation and transplantation and brought their new ideas to life vibrantly and sensitively, exceeding our expectations in the process. I’m confident our partnership will result in more people registering as donors and more lives being saved.” —Rebecca Ousley, LifeSource

Check the Box will drive the community to the new DonateLifeMidwest.org website designed by 5IVE—where users can discover stories from the community, learn about donation, and register as a donor.

Agency: 5IVE
Founder & Creative Director: Boriana Strzok
Writer & Producer: Mike Borell
Senior Animator: Shawn Andros
Senior Graphic Designer: Andi Jordt
Graphic Designer: Allison Rolinger

Production Company: COMMITTEE FILMS
Exec. Producer: Donna Drewick
Director & DP: Brandon Boulay
Producer: Brandon Juarez
Editor:  Brandon Boulay
Art Director: Michelle Gilstead
Art Assistant: Chris Thickins
1st Assistant Camera: Eoin McGuigan
Gaffer: Matt Muegge
Electric: Mike Winn
Key Grip: Jeff Fischer
Best Boy Grip: Dean Woytcke
Wardrobe: Jessi Dery
Hair & Makeup: Natalie Hale
Production Coordinator: Imani James


  1. justinsims35 April 11, 2018

    Love the idea and execution of this campaign. Saw it in the wild just outside of downtown Minneapolis yesterday. Nice work, 5IVE!

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