GABRIEL.ORG.BR
Sympathy, empathy and overall charitable inclinations, seem harder and harder to leverage these days: The shutters go down, we turn the other cheek, and we’ve been there, done that and bought the charitable T-shirt too. Which is why the subject of organ donation is something we thought should be less soft, and more hard-hitting. After all, if we can’t gently persuade people to donate their organs after death, then let’s at least remind them of the grizzly alternative. This way we make organ donation seem like the lesser of two evils with a punchy strategy that happily paid off.
Shot by the wonderful David Gill, this campaign appeared across Brazil via Y&R Sao Paulo and was Cannes nominated as a result.
This campaign is also being featured in the permanent exhibition at the New York Poster House, museum of posters, has been published in Lurzer's Archive, and featured in Ads of the World.
