Bentley BurialBrazil has very few organ donors per capita. We needed to generate a public debate on the issue and, hopefully, increase the number of donors. The strategy was to bring the matter of organs donation into people’s daily lives and stir with their emotions. The Brazilian Association of Organs Transplants is a non-profitable organization, so the campaign should be efficient even with no budget. Therefore, we used the Facebook as 'fire starter' –posting is totally free –, and created an idea that had the power to go viral and spread along other mediums by itself, with no media costs.
People are not shocked by the burying of organs that could save lives. But they are by the burying of a luxury car. To change that, we asked a very famous and eccentric Brazilian billionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his half a million Dollars Bentley in the yard of his mansion, inspired by the pharaos. In the burial event, broadcast live, the Organs Donation campaign was revealed. While a 5% national increase in organs donation would be satisfactory, the campaign increased organs donations by 31.5% in just 1 month.
Brand: ABTO - Brazilian Association Of Organ Transplantation
Producer: Event Producer
Agency Production: Celso Groba, Rafael Messias, Stella Violla, Paulo Staliano, Gregorio Szalontai, Jack La Noyée, Christian Balzano
Planners: Marcello Magalhães, Tiago Lara
Media Planners: Fernando Sales, Daniela Franco, André Massuda, Bruno Buosi
Account Executive: Pablo Arteaga, Ricardo Forli, Junior Bottura, Luisa Prado, Carolina Younis
Art Director: Marcelo Rizerio
Copywriter: Christian Fontana
Executive Creative Director: Guilherme Jahara
Chief Creative Officer: Marcelo Reis
Categories: Charity, Corporate, Social and PSAsLeo Burnett Tailor Made, 4 years ago