Cannes Lions

ONE FOR ALL

3YZ, Porto Alegre / ABTO - ORGAN TRANSPLANT ASSOCIATION / 2015

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Overview

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Credits

OVERVIEW

Description

Brazilian laws only require the family’s authorization to proceed with someone's organ donation. So, anyone who wants to become an organ donor needs to notify their family of the decision. But that rarely happens, and over 30 thousand people wait in line for a transplant.

Corinthians football team walked into the pitch with armbands made from the favorite shirt of a former fan who donated his organs. The armband, that usually means mourning, became a sign of the life that goes on.

Over 40 news, hundreds of celebrities posts and more than 10 thousand shares of the video with people declaring themselves as Organ Donors in their timelines. And a cover story that lasted more than 5 minutes in Brazil’s second largest TV channel, with an audience of more than 2.5 million viewers.

Execution

Corinthians football team walked into the pitch with armbands made from the favorite shirt of a former fan who donated his organs. The armband, that usually means mourning, became a sign of the life that goes on.

Outcome

Over 40 news, hundreds of celebrities posts and more than 10 thousand shares of the video with people declaring

themselves as Organ Donors in their timelines. And a cover story that lasted more than 5 minutes in Brazil’s second largest TV channel, with an audience of more than 2.5 million viewers.

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