When in Transylvania, it seems fitting that blood is an accepted
form of currency. Last year's Untold Festival
, held in Romania, offered concert-goers a fitting option to obtain a one-day pass: donate blood. Created by McCann
, the campaign
drew attention to the horrifically low blood bank supplies, with an additional goal of changing the way
Millennials view donating blood. This year, the agency added a new incentive to buying a festival pass: the bracelet can be used to access famous tourist attractions in Transylvania for free or at a
discounted price. It also encourages festival-goers to extend their visit to Transylvania, hopefully increasing tourism. The festival takes place in August
afterwards, tourists can use the festival bracelet to visit Bran Castle (home of Dracula), White Citadel, Corvin Castle, the Merry Cemetery and the Turda Salt Mines, to name a few.