For Love of the Game

My inbox and twitter feed have been full of articles and posts regarding the results of the recent winners of the Cannes International Festival of Creativity. I may never get the song from Melbourne’s Metro Trains PSA (and record-breaking 5-Grand Prix winner) “Dumb Ways to Die” out of my head. However, it was “Immortal Fans,” winner of the Promo & Activation Grand Prix, that made me stop and take notice.

“Immortal Fans” is a campaign developed for the Brazilian soccer club Sport Club Recife. Sport Club Recife fans are some of the most passionate in Brazil—true fans from birth to death. Ogilvy Brazil developed the Organ Donor Card with the hope of creating a new kind of fan—the “Immortal Fan.”

[Fans’] hearts, eyes, lungs… could keep cheering for Sport Club Recife even after death. The Organ Donor Card keeps the passion of the fans alive through the lives of others. And, at the same time, solves the biggest barrier to organ transplants in Brazil: family authorization.

Cards can be downloaded through an app or received by mail. In the event of death, they are an indication to the owner’s family that organ donation is preferred.

Results from the Organ Donor Card campaign are astounding:

• Over 51,000 organ donor cards and counting.
• Organ donation has increased by 54% in a year, breaking a historic record.
• The waiting list for heart and corneal transplants in Recife was reduced to zero.

I couldn’t think of a more perfect follow-up to my previous post. Looks like Brazil is the place to be for life-changing, inspirational branding efforts.