Montefiore Health System's short film "CorazÃ³n," a 48-minute film about organ donation for by John X Hannes USA, is the winner of this year's Health and Wellness Grand Prix at the Cannes Lions International Festival of Creativity,
A partnership with Tribeca Film Festival yielded four screenings there before the film became available online. It made its tag line, "Give Your Heart," a more literal call to action by urging people to register with Donate Life America in under 15 seconds, starting by pressing their phones to their hearts.
"CorazÃ³n" was the work that clearly met the jury's five criteria for a grand prix, according to Jury President R. John Fidelino: raising the profile of health and wellness, exploring how to push the category forward, technical precision, responsibility, and fusing health and wellness into everyday lives.
Getting the client, a health system, to commit to such an ambitious project was part of what impressed the jurors, said Fidelino, executive creative director at InterbrandHealth. "It shows that the client actually is able to improve or advance their reputation while calling attention to a sign health issue," he said.
But its accuracy was also essential, he added, citing the role of an actual surgeon on-screen in the film. "It's very authentic," he said. "Heath and wellness, as well as pharma, needs to be precise to be credible."
Right now, 115,000 people are waiting for an organ transplant. Today, 22 of them will die.
But rather than create a traditional PSA urging viewers to become organ donors, Montefiore Health System in the Bronx enlisted JohnXHannes to make something much more ambitious--an entry for the Tribeca Film Festival. The result is "CorazÃ³n," a 48-minute short film starring Cuban actor Ana de Armas as Elena Ramirez, a prostitute with a terminal heart condition. Her only hope is to find her way to New York City for surgery, urged on by Dr. Mario Garcia, played by Academy Award-nominated actor Demian Bichir.
JohnXHannes brought on director John Hillcoat, best known for "The Road," and Serial Pictures to shoot the film. It premiered Monday at the film festival and is up for the Tribeca X Award, which recognizes filmmakers who worked with a brand.
"CorazÃ³n" is part of the "Give Your Heart" campaign, which includes interactive Times Square billboards and the film's website, where mobile users can use their heartbeat--by pressing phone to chest--to register as an organ donor.