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2016 One Show - Cross-Platform

Donation Badges

Agency Leo Burnett Tailor Made / Sao Paulo

Client ABTO - Brazilian Association of Organ Transplantation
BACK TO RESULTS

Annual ID

CP16079M

About the Work

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.