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Bentley Burial

16/01/2017
Advertising Agency
São Paulo, Brazil
46
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Brazil has very few organ donors per capita. We needed to generate a public debate on the issue and, hopefully, increase the number of donors. The strategy was to bring the matter of organs donation into people’s daily lives and stir with their emotions. The Brazilian Association of Organs Transplants is a non-profitable organization, so the campaign should be efficient even with no budget. Therefore, we used the Facebook as 'fire starter' –posting is totally free –, and created an idea that had the power to go viral and spread along other mediums by itself, with no media costs. People are not shocked by the burying of organs that could save lives. But they are by the burying of a luxury car. To change that, we asked a very famous and eccentric Brazilian billionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his half a million Dollars Bentley in the yard of his mansion, inspired by the pharaos. In the burial event, broadcast live, the Organs Donation campaign was revealed. While a 5% national increase in organs donation would be satisfactory, the campaign increased organs donations by 31.5% in just 1 month.
About Leo Burnett Tailor Made
Leo Burnett Tailor Made unites Leo Burnett’s creative brilliance and international experience with an innovative operational model that is 100% dedicated to understanding each client’s business. We are a convergent agency that believes in and works with communication as an integrator, with digital present throughout every brand building stage. A wholly owned subsidiary of Publicis Groupe S.A., the Leo Burnett network is a multinational ad agency with over 81 years’ experience and headquartered in Chicago. It has 96 offices in 85 countries with over 9,000 employees. Present in Brazil for 41 years, we number more than 400 in two offices (São Paulo and Brasília). We are among the three most awarded creative networks in the world, according to the Gunn Report.
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