CANNES, France—Ogilvy & Mather in Brazil, which had an enormous success this spring with its "Real Beauty Sketches" campaign for Dove, picked up a Grand Prix here tonight in the Promo & Activation Lions contest for a completely different campaign.
The winning work was an organ-donor campaign called "Immortal Fans" that targeted supporters of Sport Club Recife, known to be among the most passionate in the soccer-rabid nation. The agency recruited real patients on actual transplant waiting lists to make their appeal to the fans directly.
"I promise that your eyes will keep on watching Sport Club Recife," says one. "I promise that your lungs will keep on breathing for Sport Club Recife," says another. "I promise that your heart will always beat for Sport Club Recife," says a third.
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, the agency says.
"Immortal Fans" beat out another steam-rolling PSA campaign, "Dumb Ways to Die," which picked up the Grand Prix in Direct and PR but managed only a Gold Lion in Promo & Activation.
U.S. agencies did not win any golds, but did pick up seven silvers and five bronzes.
The silvers went to Mistress in Venice, Calif., for Hot Wheels; Ketchum in Dallas for 7-Eleven (that campaign won two silvers); Crispin Porter + Bogusky in Boulder, Colo., for Grey Poupon; ALMA DDB Miami for Glad ForceFlex bags; Pereira & O'Dell for Intel and Toshiba; and Draftfcb for Kmart's "Ship My Pants" (that campaign also won a bronze).
The other bronzes were awarded to Leo Burnett's New York office for The Village Voice; Droga5 in New York for its "Recalling 1993" campaign for the New Museum; Ogilvy & Mather in New York for IBM's "The World's Smallest Movie"; and Draftfcb for Oreo.