The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Non-Profit - Television / Television (Any Length) - Campaign
Annual ID
FI16064S
About the Work
One of the main problems organ donation faces in Brazil is that families are often not aware that their deceased loved one wanted to donate organs. In order to change that, it was essential to find a new approach. We wanted stars to be part of the campaign, but in a different way. So we arrived at the ‘Talent Donor’ concept. After all, talent is like an organ, which can stay alive even after death. Among the campaign ambassadors are the soccer player Zé Roberto as a lung donor; the writer Luis Fernando Verissimo as a heart donor, as well as the photographer Sebastião Salgado and the filmmaker Fernando Meirelles, both as cornea donors. This campaign features some of the greatest national and international stars announcing themselves as organ donors – and such organs that represent their biggest talent.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
JWT (J. Walter Thompson), Sao Paulo / Sao Paulo
Production Company
O2 Filmes / Sao Paulo
e-NOISE / Sao Paulo
Zeppelin Filmes / São Paulo
Art Director
Diego Limberti
André Cardoso
Marcelo Monzillo
Chief Creative Officer
Ricardo John
Creative Director
Fabio Simões
Diego Wortmann
Mariana Borga
Director
Fred Luz
Fernanda Rotta
Kitty Bertazzi
Agency Producer
Marcia Lacaze
Ana Mello
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