Sport Club Recife is known for having some of the most passionate fans in Brazil.
They are fans from birth to death.
Ogilvy Brazil pushed their passion further as no other football team has done before, by creating a new kind of fan: the Immortal Fans.
Their hearts, eyes, lungs… could keep cheering for Sport Club Recife even after death.
‘Immortal Fans’, an organ donor advertising campaign associated with Brazilian soccer club Sport Club Recife, has been awarded the Promo & Activation Grand Prix at Cannes International Festival of Creativity 2013.
The “Immortal Fans” donor card was developed to help club fans associate organ donation with after-death support for their football team.
Cards, available for download through an app, or received by mail, showed family members that in the event of death organ donation would be preferred.
The campaign included television commercials featuring real patients on transplant lists who promised to keep donors’ passion for Sport Club Recife alive.
Comment:
Some 51,000 fans declared themselves donors—more than could fit into the team’s stadium—and organ donation increased by 54 percent in a year (according to the agency).
This campaign won a grand prix in the category promo and activation lions in Cannes.
Links:
Sport Club Recife Website
http://www.sportrecife.com.br/
