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IMMORTAL FANS

basics
Industry: Culture, Recreation & Sport
Media:Promotion & Event
Market:Brazil
Style: Minimalism
descriptioncnen
DESCRIBE THE BRIEF FROM THE CLIENT
Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death. We wanted to push their passion further as no other football team has done before.
Our strategy was to create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering for Sport Club Recife even after death.
PROMOTION DEVELOPMENT
We created the first Organ Donor Card for a football team. The Organ Donor Card keeps the passion of the fans alive through the lives of others. And, at the same time, solves the biggest barrier to organ transplants in Brazil: family authorization. An integrated campaign launched the Organ Donor Card featuring real patients on transplant lists. We launched it during an important game, SPORT CLUB RECIFE vs. SANTOS FC. Players went into the field with the patients. Fans unfolded a flag with the campaign message. A stand was set-up for fans to get their card done at the event.
RESULTS
• Over 51,000 organ donor cards and counting.
• Organ donation increased by 54% in a year, breaking a historic record.
• The waiting list for heart and corneal transplants in Recife was reduced to zero.
• We created a lifetime commitment between fans and the Sport Club Recife brand.
• Dozens of lives saved including all the patients featured in the campaign.
RELEVANCY TO PRODUCT/SERVICE
While most football team´s communications have a commercial drive inviting fans to buy more merchandising and tickets, our idea had a bigger purpose creating a lifetime commitment between the fans and the Sport Club Recife brand. At the same time, we offered a good reason to people who had never thought about donation to donate: their passion for their team.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Planner:
Producer:
Other credit:General Manager: Luis Carlos Franco
Uxd Designer: Rodrigo Lima
Group Account Director: Ana Paula Perdigão
Account Director: Mauro Frota
Account Executive: Amanda Madeiros
Head Of Digital: Daniel Tartaro, Tatiana Michelan
Account Digital: Tomaz Praça
Marketing Manager: Gabriel Freire
awards
Cannes Lions International Festival of Creativity 2013
Grand Prix Promo
Best Integrated Campaign Led by Promotion and Activation
Cannes Lions International Festival of Creativity 2013
Gold Outdoor
Small Scale Special Solutions
Cannes Lions International Festival of Creativity 2013
Gold PR
Corporate Communication
Cannes Lions International Festival of Creativity 2013
Gold Promo
Best Use of Guerilla Marketing in a Promotional Campaign
Cannes Lions International Festival of Creativity 2013
Gold Promo
Corporate Image & Information
Cannes Lions International Festival of Creativity 2013
Silver Direct
Corporate Image & Information
Cannes Lions International Festival of Creativity 2013
Bronze Direct
Social Media & Viral Marketing
London International Advertising Awards 2013
Gold Non-traditional
Public Service/Social Welfare
London International Advertising Awards 2013
Gold The New Category
Integration
London International Advertising Awards 2013
Silver Digital
Corporate Image
London International Advertising Awards 2013
Bronze Integration
Direct Marketing
London International Advertising Awards 2013
Bronze Non-traditional
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