Ogilvy Brazil gives soccer fans a reason to donate their organs, in this bold new campaign for soccer club Sport Club Recife, widely known as having some of the loudest, most passionate fans in the country.
The agency created "Immortal Fans," an organ donor card for the club that told fans it would ensure that his or her heart would keep beating for their team, even after their death.
Cards could be downloaded via an app or received in the mail, and it was marketed via a campaign featuring real patients on transplant lists promising to make sure that they would keep the passion for the soccer club alive. According to the agency, the campaign has increased organ donation by 54% and reduced the waiting list for heart and corneal transplants.
The do-good intentions has rubbed off well on the brand, which just earned the Promo Grand Prix at Cannes on Monday.
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