Junge-Helden creates a tattoo that acts as a blood donation opt-in...and 9 more campaigns featuring tattoos.

A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.

Junge-Helden creates a tattoo that acts as a blood donation opt-in...and 9 more campaigns featuring tattoos.
Tattoo campaigns

Tattoos have long been associated with counterculture and rebellion, but in recent years, they have become increasingly mainstream. As a result, more and more advertisers are exploring the use of tattoos in their campaigns.

Here are eight campaigns that leveraged their pop cultural appeal in a variety of interesting ways.

#OptInk |Junge-Helden | McCann

In Germany, over 10,000 people require an organ transplant annually, but due to the lack of donors, three individuals die every day without receiving one. Germany's low organ donation rate, along with the 'opt-in' legislation, contributes to the problem. To address the issue, the organ donation awareness organization Junge Helden and agency McCann created ' #OPTINK,' an initiative to increase donor registration.

The teams discovered that one in four Germans has a tattoo and used this as a creative solution. They created a tattoo design in collaboration with Berlin-based tattoo artist Gara that signifies an individual's willingness to donate. This design serves as explicit proof of consent, which the current law requires individuals to provide to become donors. The campaign was launched at Junge Helden's 20th-anniversary event, coinciding with the third anniversary of the German parliament's rejection of a bill to change donor policy from 'opt-in' to 'opt-out,' which would make everyone a donor by default.

Heinz Tattoo Ink | Heinz Brazil | Soko

The tattoo industry has a problem with harmful pigment ingredients, and the issue is further aggravated by growing restrictions and bans on ink colours worldwide. Heinz Brazil chose to address this problem with a creative solution by developing a red tattoo ink that is free of banned and harmful ingredients for red pigments.

This decision to create the Heinz Tattoo Ink was inspired by its fans' love for tattooing the brand and products on their skin. Red is the most commonly used colour by fans, and the brand felt responsible for ensuring it is safe for them.

Heinz partnered with Electric Ink, a manufacturer that uses only non-harmful components in its ink, to create a new and proprietary tone based on Heinz's official Pantone colour. The new ink will be a unique alternative for Heinz fans and others who want a safer option for red pigments in their tattoos.

Love Again | Petz | Ogilvy

What do you do when you break up and regret the tattoo of your ex’s name? Petz invited people facing this predicament to a tattoo shop in Sao Paulo where they expected to have their unfortunate tattoos covered up. Instead, they were presented with an adoptable stray dog named after their ex partner.

Tough Cookies | Fondation Charles-Bruneau | Sid Lee

Canadian cancer research charity Fondation Charles-Bruneau asked children in remission to create some very special designs. The children's drawings were of their favourite food and ranged from burgers and strawberries to eggs and onions. These were turned into tattoo designs by body artists Cat Bijou and David Peyote to create temporary tattoo sheets that help raise money for the charity. Two of the Tough Cookies tattoos could be brought to life through the Facebook app with an AR filter that enabled them to fly and sing.

Good While It Lasted | Just Eat | Dark Horses

To help raise awareness around food packaging waste, Just Eat provided football fans with temporary tattoos at the UEFA Women’s Euros final. Biodegradable food packaging was supplied for the game and people could choose from six tattoo designs that drew attention to the tons of waste that top-level games can produce.

The Tattoo DuoOver | Duolingo | Betc

Petz isn’t the only brand that has embraced people’s tattoo regrets. Language app Duolingo offered people in the UK and France the opportunity to fix tattoos that had been badly translated into another language. Applicants were encouraged to post a photo of their dodgy tat on social media for a free Duolingo trial and a chance to win some new ink.

Tattoo | Trainline | Dude

In Trainline’s humorous video, they contrast two experiences of life not going as planned – getting a bad tattoo and trains being delayed. While potentially getting ink that they regret is a reason for people to worry, Trainline allows customers to easily apply for compensation if their train is delayed, so at least they can book tickets without feeling anxious.