Campaign was awarded silver and bronze at El Ojo de Iberoamérica 2019. Photo: Disclosure
A campaign that touched the heart of motoring lovers also touched the heart of the world's biggest advertisers.
The “Transplanted Cars” campaign, which is an organ donation awareness campaign, created by Agência Capim for Prati Donaduzzi in partnership with Shell V-Power team, was the finalist in four categories of the largest Latin advertising award, El Ojo de Iberoamérica.
During the nights of November 6, 7 and 8, the results came out at the awards event in Buenos Aires, Argentina. Transplanted Cars, which consisted of changing hoods between Prati-Donaduzzi and Shell V-Power teams, won Silver in the “Sustainability - Health” category and Bronze in the “Sport - Sponsorship and Events” category.
Two cars from rival teams, two brands from different segments and two opponents together in the proposal to convey a message of appreciation to life.
The “Transplanted Cars” action, created by Capim.AG for Prati-Donaduzzi and Shell V-Power teams, gained international repercussion. Former Formula 1 driver, Ricardo Zonta, took part in Velopark stage, which took place in September, using a different hood, in Prati-Donaduzzi colors; and Julio Campos took Shell brand on his Stock Car.
The exchange of parts between the two cars, creating an unusual layout, drew attention in TV broadcasting, reinforcing the importance of talking about organ donation. Click here and watch the action video case.
The project required more than six months of planning for the two brands, teams and pilots involved, including making the special hoods.
The Velopark stage was chosen for the action because of its proximity to the National Organ Donation Day, celebrated on September 27. In Brazil, more than 30,000 people are waiting in the transplant line and a single donor can save or improve more than 20 lives.
Velopark stage was chosen for the action because of its proximity to the National Organ Donation Day, which is celebrated on September 27. In Brazil, more than 30,000 people are waiting in the transplant line and a single donor can save or improve more than 20 lives.
To be a donor, you just have to inform your closest relatives, who shall respect this wish in case of any eventuality.
In the photo, Capim.AG and Check Filmes teams. Photo: Disclosure
Brands: Prati-Donaduzzi and Shell
Creative Directors: Gustavo Bu Freitas and Marcelo Sacramento
Editor: Gustavo Bu Freitas
Art Director: Marcelo Sacramento
Planning: Vinicius Valero Pereira
Service: Marcela Weirich
Video Producer: Checkrel
Audio Producer: Canja Audio Culture
Press: Tiago Mendonça, Rafaella Malucelli and Luis Ferrari
Approval: Lucas Angnes (Prati-Donaduzzi) and Vicente Sfeir (Raízen/Shell)
FOR MORE INFORMATION:
(+55 11) 93235-5885