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Heart

basics
Industry: Media & Publishing
Media:Radio
Market:Brazil
Style: Minimalism
descriptioncnen
EntrySummary

Jovem Pan Curitiba is a local broadcaster of Jovem Pan, Brazil's #1 radio station.
ScriptInEnglish

This radio spot is actually an interference on a normal song aired on the radio.We hear Unchain My Heart, by Joe Cocker. And everything goes as usual until we reach the words "my heart": instead of his voice, we hear Toni Braxton's singing this exact part of her hit Unbreak My Heart, making an organ transplant on air.After the mashup, everything goes back to normal and Joe Cocker continues with his song. Only until the lyric brings another "my heart". We then go back to hearing Toni Braxton's voice.And every single time Cocker's music has these two words, "my heart", we hear Braxton's voice in place, in her own rhythm.As the music ends, the announcer explains why we all heard such a different version of this well-know hit.VO: That was Toni Braxton donating her heart to Joe Cocker only to remind you to become an organ donor yourself. Let your family know and save lives. A campaign by Jovem Pan.
BriefExplanation

Many great songs have body parts and organs in their lyrics, such as heart, lungs and eyes. We saw an opportunity to use that to talk about organ donation in Brazil. And we did so by making small changes on iconic songs: the organ of one hit was transplanted right into another music, in a very unusual way. So Toni Braxton's heart from Unbreak My Heart suddenly was playing inside Joe Cocker's Unchain My Heart, creating a completely fresh track for Jovem Pan Curitiba, Brazil's number one radio station.
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Other credit:Entrant Company: CCZ*WOW, Curitiba, Brazil
Media Agency: CCZ*WOW, Curitiba, BRAZIL
Marketing Co-ordinator, Michelle Reffo, Jovem Pan Curitiba
Communications Director, Gilson Bette, Jovem Pan Curitiba
Agency Producer, Margot Farias, CCZ*WOW
awards
The One Show 2018
Merit Radio
Broadcast / Any Length - Campaign
Cannes Lions International Festival of Creativity 2017
Silver Radio
Use of Radio & Audio as a Medium
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