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McCann Health's Fabergé Eggs Reimagine Human Organs to Highlight the Value of Organ Donations

Print campaign created for Moinhos de Vento Hospital asks the question "Who will inherit your greatest wealth?”

McCann Health's Fabergé Eggs Reimagine Human Organs to Highlight the Value of Organ Donations

According to the Brazilian Association of Organ Transplants, in every eight potentially organ donors, only one effectively becomes a donor.

That is why the Moinhos de Ventos Hospital, a John Hopkins International Medicine Center affiliated, uses the slogan “Who will inherit your greatest wealth?” in their campaign created by McCann Health in Brazil, that re-imagined Fabergé eggs as human organs, showcasing their value and beauty with artistic flare, to highlight the importance of organ donation.

“The campaign seeks to promote organ donations through the most basic question: what you will leave as a heritage? What you truly have of most precious?”, says Bruno Abner, McCann Health Brazil Creative Director.

The print ads were run in selected magazines in Brazil, and also published in the hospital’s social media channels, and present three different executions, of an eye, a heart and kidneys, highlighting how priceless those organs are for those who receive it.

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Advertiser: Moinhos de Ventos Hospital,

Creative Agency

Creative Agency: McCann Health Brazil

Copywriter: Monica Tritone and Nando Franchim

Art Director: Thiago Silva and Daniel Machado

Media Planner: Adriano Botter and Allan Gomes

Client Approval: Mohamed Parrini, Marga Acioli and Débora Elmo

Planning Director: Fernanda Galvão

Illustrator: Lightfarm Brazil

Client Servicing: Ricardo Takahashi

Designer: Marcelo Segovia

Category: Beauty/health , Health care

Genre: Experiential , PR