Brazilian soccer fans are some of the most dedicated in the world, but an ad campaign from Ogilvy Mather let them know there was one more thing they could do if they wanted to be sure that their heart beat for their team forever: be an organ donor.
The “Immortal Fans” campaign, which just took top honors in the Promo & Activations category at Cannes Lions, focused on the Sport Club Recife team. In the spot, actual patients that were waiting for organs spoke to fans directly, saying things like, “I promise that your eyes will keep on watching Sport Club Recife” or “I promise that your lungs will keep on breathing for Sport Club Recife.”[more]
Part of the reason it won, surely was because of its effectiveness. Organ donations went up 54 percent in the country and around 51,000 fans of the club said they would hand over their organs when they died. Those kinds of numbers helped reduce the waiting list for heart and corneal transplants in the country, Creativity-online.com reports. “It’s something 60 years from now people will say, ‘That was really timely, and yet really timeless,’” said Rob Schwartz, TBWA Worldwide’s creative president, who headed up the jury awarding the prize, AdWeek reports.
The unique public health ad touches on a growing trend to garner more attention to sensative and personal health subjects like donation through new mediums like social media. After all, when Facebook allowed users to indicate their donor status on their profiles, the US saw a 20-fold spike in registrations in the first day alone. Since its debut last May, the numbers have fallen back to normal levels, Time reports, however the spike in interest and activity showed researchers that there is a certain ‘viral’ aspect to public health.
Another big winner out of Cannes was Heineken, which took home the Grand Prix for Creative Effectiveness for its Legendary Journey global campaign. Charged with uniting its brand across 170 markets, Heineken chose to embrace its global nature and turn the drinker into a legend. While the campaign is still young, it has proven to have a positive impact on volume, share value and price premium across global markets.