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Responses by Bruno Abner Rebelo, creative director, McCann Health Brazil

Background: According to the Brazilian Association of Organ Transplantation, Brazil’s potential organ donor percentage is 62.5 percent lower than other countries like Spain. In addition, in every eight potential organ donors, only one person would effectively become a donor. More awareness needed to be raised around the subject, which became the focus of the campaign. The target audiences are men and women who have type AB blood and are also 35 years and older.

Reasoning: Porto Alegre, Brazil–based hospital Moinhos de Vento Hospital wanted to change the organ donor statistics with the campaign Who will inherit your greatest wealth?, which reimagined Fabergé eggs as human organs, showcasing their value and beauty with artistic flare, to highlight the importance of organ donation. These print ads present three different executions—an eye, a heart and kidneys—highlighting how priceless those organs are for those who receive it.

Challenges: The extensive jewelry research. Also, some people looking at the ads might not necessarily think they carry something extremely valuable inside, but our goal was to make the message as clear as we could.

Favorite details: The craft that we achieved with the print ads.

Visual influences: Fabergé eggs. Produced by Peter Carl Fabergé and his assistants from 1885 to 1917 for the Russian czars, the Fabergé eggs are masterpieces of jewelry. In the print ads, illustrated by Lightfarm Brazil, we tried to reproduce the nuances and details of the production of these jewels without giving up a new contemporary aesthetic.

mccannhealth.com

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