The most precious gift

McCann Health Brazil's re-imagining of crucial organs promotes donation in a creative fashion.

There may be some wasted potential in Brazil.

Organ donations help to save and improve lives on a daily basis. Despite this, according to the Brazilian Association of Organ Transplants, only one of every eight potential organ donors actually becomes a donor.

Moinhos de Ventos Hospital, a John Hopkins International Medicine center affiliate in Sao Paolo, created a campaign to put a new spin on the often-overlooked practice of organ donation. Pairing with McCann Health, the campaign re-imagines organs as Faberge eggs to showcase just how valuable they are.

The ads will mainly run in print and social. Each showcases three crucial organs for donation: eyes, hearts and kidneys.

02 Eye 01 Heart 03 Kidney

Client: Moinhos de Ventos Hospital
Agency: McCann Health Brasil
Creative director: Bruno Abner Rebelo
Art directors: Thiago Silva and Daniel Machado
Designer: Marcelo Segovia
Copy-writers: Monica Tritone and Nando Franchim
Client service: Ricardo Takahashi
Planning director: Fernanda Galvão
Media planning: Adriano Botter and Allan Gomes
Illustration: Lightfarm Brasil
Client approval: Mohamed Parrini, Marga Acioli and Débora Elmo