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Donation Badges

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.


Brand: ABTO - Brazilian Association Of Organ Transplantation

Creative Agency

Copywriter: Bruno Godinho

Art Director: Pedro Rosa

Chief Creative Officer: Marcelo Reis

Account Executive: Junior Bottura, Rafael Oliveira, Luisa Prado, Leandro Moreira

Agency Production: Celso Groba, Maria Fernanda Moura, Camila Aquino

Graphic Production: Zezinho Lima, Ricardo Sotelo

Regional Director, PR & Corporate Communications: Fernanda Lopes, Aline Cerri

Planners: Marcello Magalhães, Tiago Lara

Media Planners: Fernando Sales, Daniela Franco, André Massuda, Bruno Buosi

Designer: Motion Design: Christian Balzano

Media Agency

Media Agency: Press FC

Production Company

Production Company: Edit 2

Executive Producer: Daniela Andrade

Director: Rodrigo Bueno Fleury

DOP: Francisco Faria (MAOMA)

Producer: Antonio Pereira, Tau Ribeiro

Production Service

Producer: Alexandre (Grupo Aragon), Pict Estúdio (Baybord)


Editor: Gregório Szalontai (Leo Burnett)


Voice-over: Erik Levis

Music Agency: Tesis

Music Production: Silvio Piesco, Marcos Vaz


3D Design: Marlos Artigas Lima

Category: Charity, Corporate and social

Genre: Activation, Digital, Experiential, PR, People, Strategy/Insight, Stunts