Montefiore Hospital's 'Corazon' wins Health and Wellness Grand Prix at Cannes

JohnXHannes' short film 'Corazón' uses star power to find new organ donors

Published On
Jun 18, 2018

Editor's Pick

Montefiore Health System's short film "Corazón," 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.

"Corazón" 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."

Original story:

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 "Corazón," 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.

"Corazón" 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.


Jun 18, 2018
Brand :
Montefiore Health System
Client :
Montefiore Health System
Agency :
Vice President, Chief Marketing Officer :
Loreen Babcock
Vice President, Chief of Staff :
Jeffrey Short
Executive Creative Director :
John McKelvey
Founder :
John McKelvey
Founder :
Hannes Ciatti
Executive Creative Director :
Hannes Ciatti
Head of Production :
Matt Bonin
Creative Director :
Pierre Janneau
Creative Director :
Dan Kroeger
Story Producer :
Chris Martin
Director, Art and Design :
Luke Flynn
Executive Producer, Digital :
Paul Aaron
Head of Client Services :
Olivia Legere
Senior Integrated Producer :
Bernadette Spear
Senior Art Producer :
Julia Menassa Panev
Senior Print Producer :
Kristen Althoff
Senior Project Manager :
Jess Mackta
Senior Strategist :
Jonathan Sadlowe
Production Company :
Serial Pictures
Director :
John Hillcoat
Screenwriter :
Kelley Sane
Executive Producer :
Violaine Etienne
Head of Production :
Jennifer Gee
Line Producer :
Ann Ruark
Director, Photography :
Bradford Young
Editorial Company :
Exile Editorial
Executive Producer :
CL Weaver
Senior Producer :
Michael Miller
Post Production Supervisor :
Eileen Miraglia
Editor :
Conor ONeill
Trailer Editor :
Rex Lowry
Assistant Editor :
Rex Lowry
Additional Assistant Editor :
Jess Baclesse
Facility Company :
Harbor Picture Company
Supervising Colorist :
Joe Gawler
Senior DI Producer :
Peter Boychuk
Conform :
Christian Farfán
Conform :
Alec Perez
Digital Company :
Active Theory
Head of Digital Production :
Nick Mountford
Interactive Design :
Rafael Dante
3D Graphics and Interactive Development :
Terkel Gjervig
Front-End Development :
Alex Bergin
Digital Strategy :
Eddie Benson
After Effects :
Thiébault Delaporte
Backend Development :
Giuseppe Rodriguez
Tech Direction :
Mike Chang
Creative Director :
Andy Thelander
Director :
Michael Modena
Other Digital Assets :
Music, Sound Design, and Mix Company :
Barking Owl
Composer :
Atticus Ross
Composer :
Leopold Ross
Executive Producer :
Kelly Bayett
Post Audio Producer :
Ashley Benton
Music Supervisor :
Liza Richardson
Additional Song Licensing :
Music Supervisor :
Sara Matarazzo
Music Supervisor :
Jacob Piontek
Visual Effects Company :
Visual Effects Supervisor :
Patrick Murphy
Visual Effects Supervisor :
Andy McKenna
Composer :
Claudia Sarne
Sound Design :
Morgan Johnson
Mix :
Mike Franklin

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