ABTO - "The Organ Waiting Line"

Leo Burnett Tailor Made

Leo Burnett Tailor Made São Paulo, Brazil

3704

Это объявление является частью "ACT Responsible Collection"

Бренд: ABTO
Страна: Brazil

Рекламодатель: Brazilian Association of Organ Transplantation

Заголовок	The Organ Waiting Line
Агентство	Leo Burnett Tailor Made
Кампания	The Organ Waiting Line
Рекламодатель	Brazilian Association of Organ Transplantation
Бренд	ABTO
Дата первой трансляции/Публикации	2022 / 6
Бизнес сектор	Донорство кров и органов
философия	Organ and tissue donations dropped by 26% during the Covid-19 pandemic, and families refusing to donate increased by nearly 50%. If people waiting for an organ faced a grim situation before, the pandemic has made it even worse: there are 50,000 people waiting for a transplant, and the average wait in line is as much as five years. In this alarming scenario, ABTO (the Brazilian Association of Organ Transplantation) has launched the campaign " THE ORGAN WAITING LINE," created by Leo Burnett Tailor Made. With the goal of fostering connections among people and promoting empathy for the drama of those waiting in line, the campaign begins with statements from three people who are waiting for organs: José, Maria, and Wilson. Their distressing stories, recounted in literary form, are written in typographies created especially for the campaign. Each person inspired a specific typography, with each letter being used to write their story and convey the anxiety of being in a never-ending line (the art direction makes reference to lines that go round and round). Each letter was hand-drawn, and their lines are based on the body movements of one specific person - José, Maria, or Wilson. The letters represent different moments in life for these people as they have waited in line, and tell their stories as they move toward the head of the line to receive the life-saving organ. The project was launched with ads on specialized publications, mass media, and social networks, creating engagement, helping drive people's awareness to those waiting to receive an organ in Brazil, and inviting everyone to reflect on the issue.
Тип медиа	Анализ ситуации
Длина	175 seconds
Главный креативный директор	Marcelo Reis
Креативный вице-президент	Pedro Utzeri
Креативный вице-президент	Vinicius Stanzione
Креативный директор	Alessandra Sadock
Копирайтер	Marcelo Reis
Art Director / Illustrator	Marco Mattos
Integrated Production Director	Maria Fernanda Moura
Art Buyer / RTV	Mauro Moura
Редактор	Marco Mattos
Управление аккаунтом	Fabio Brito
Управление аккаунтом	Karol Alberti
Управление аккаунтом	Katia Simonato
Управление аккаунтом	Bruna Rocha
Медиа-команда	Heloisa Goldman
Медиа-команда	Bruno Buosi
Planning	Tiago Lara
Связи с прессой	Jef Martins
Связи с прессой	Nathalie Ursini
Связи с прессой	Leandro Bernardino
Связи с прессой	Mar Facciolla
Approval Client	Gustavo Fernandes Ferreira
Производство аудиофонограмм	Quiet City