Hemorio's blood donation ad campaign, created by the advertising agency Binder Visão Estratégica from Rio de Janeiro, Brazil, is a rather elaborate one with a subtle and clever concept that they have named 'Tiny Hole.'

The campaign features a print ad that features an image of an arm in a Metro newspaper. However, for this particular feature, all of the Metro newspapers are given a tiny hole that goes through all of the pages of the newspaper.

The hole symbolizes blood donation, and seeks to remind the audience that while the tiny hole makes no difference in the donor's life other than a mere 20 minute commitment, it actually helps to save lives.