Montefiore Hospital's 'Corazon' wins Health and Wellness Grand Prix at Cannes
JohnXHannes' short film 'Corazón' uses star power to find new organ donors
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.
Credits
- Date
- Jun 18, 2018
- Brand :
- Montefiore Health System
- Client :
- Montefiore Health System
- Agency :
- JohnXHannes
- 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 :
- Hook
- 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 :
- Walker
- Music Supervisor :
- Sara Matarazzo
- Music Supervisor :
- Jacob Piontek
- Visual Effects Company :
- A52
- Visual Effects Supervisor :
- Patrick Murphy
- Visual Effects Supervisor :
- Andy McKenna
- Composer :
- Claudia Sarne
- Sound Design :
- Morgan Johnson
- Mix :
- Mike Franklin
Need a credit fix? Contact the Creativity Editors
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