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Donation Badges

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To show Brazilians the importance of being a donor, we used the national passion: football. Partnering with Vitória, one of the biggest teams in Brazil, we created a new uniform. A jersey with a detachable velcro badge. The action was launched during a game of one of the country’s major national championships. We invented a new way of making substitutions. For the first time, first team players left the field literally donating the badge on their jersey to the second team player, who entered the pitch wearing a badge-less uniform. The concept of the campaign is "when the game is over for one person, it can continue for someone else." Vitória has been doing this action in all its matches since then.

Brand: ABTO - Brazilian Association Of Organ Transplantation

Media Agency

Media Agency: Press FC


3D Design: Marlos Artigas Lima

Creative Agency

Designer: Motion Design

Regional Director, PR & Corporate Communications: Fernanda Lopes, Aline Cerri

Graphic Production: Zezinho Lima, Ricardo Sotelo

Planners: Marcello Magalhães, Tiago Lara

Media Planners: Fernando Sales, Daniela Franco, André Massuda, Bruno Buosi

Copywriter: Bruno Godinho

Chief Creative Officer: Marcelo Reis

Agency Production: Celso Groba, Maria Fernanda Moura, Camila Aquino

Art Director: Pedro Rosa

Account Executive: Junior Bottura, Rafael Oliveira, Luisa Prado, Leandro Moreira

Production Service

Producer: Alexandre (Grupo Aragon), Pict Estúdio (Baybord)

Production Company

Producer: Antonio Pereira, Tau Ribeiro

Executive Producer: Daniela Andrade

Director: Rodrigo Bueno Fleury

Production Company: Edit 2

DOP: Francisco Faria (MAOMA)


Voice-over: Erik Levis

Music Production: Silvio Piesco, Marcos Vaz

Music Agency: Tesis


Editor: Gregório Szalontai (Leo Burnett)

Genres: People

Categories: Charity, Corporate, Social and PSAs

Leo Burnett Tailor Made, 4 years ago