| Cristal Awards, 2013 | ||
|---|---|---|
| PR CRISTAL | BEST USE OF SOCIAL MEDIA | CRISTAL (GOLD) |
| AME Awards, 2014 | ||
| social benefit | promotion of health & human services | AME Platinum Trophy |
| social benefit | promotion of health & human services | AME Gold Medallion |
| Wave Festival, 2014 | ||
| Cyber | Marketing Viral | OURO |
| Promo | Produtos e Serviços - Direct / Promo | PRATA |
| Direct | Produtos e Serviços - Direct / Promo | PRATA |
| Blue Wave | BlueWave | BlueWave |
| One Show 2014 | ||
| Advertising | Public Service Experiential Advertising / Experiential | Bronze Pencil |
| Interactive | Social Media / Branded Social Campaign | Silver Pencil |
| Interactive | Social Media / Best Integrated Campaign Led by Social | Merit Pencil |
| Cannes Lions, 2014 | ||
| CYBER LIONS | Social: Influencer/Celebrity/Blogger Outreach Program | SILVER |
| DIRECT LIONS | Product & Service: Charities | BRONZE |
| PROMO & ACTIVATION LIONS | Product & Service: Charities | SILVER |
| DIRECT LIONS | Direct Marketing: Digital & Social: Response/Real-Time Activity | BRONZE |
| MEDIA LIONS | Product & Service: Charities, Public Health & Safety, Public Awareness Messages | SILVER |
| MEDIA LIONS | Media: Digital & Social: Use of Social Platforms | SILVER |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: Use of Promotional Stunts and Live Advertising | GOLD |
| PROMO & ACTIVATION LIONS | Promo & Activation: Digital & Social: Use of Social Audience in a Promotional Campaign | BRONZE |
| OUTDOOR LIONS | Ambient: Live Advertising and Events | SILVER |
| The New York Festival, 2014 | ||
| Integrated | Collateral & Direct | Third Prize Award |
| Creative Marketing Effectiveness | Interactive | Third Prize Award |
| Integrated | Public Service | Third Prize Award |
| Integrated | Public & Media Relations | First Prize Award |
| Public & Media Relations | Social Media | Third Prize Award |
| Kinsale Shark Advertising Festival 2014 | ||
| DIGITAL: INTERNATIONAL DIGITAL | Social media | Gold |
| FREE THINKER | Social media | Gold |
| INTEGRATED: INTERNATIONAL INTEGRATED CAMPAIGN | Best campaign using 3 or more media formats | Gold |
| Clio Awards, 2014 | ||
| Engagement | Public Service: Experiential | Bronze |
| Engagement | Public Service: Guerrilla | Gold |
| Out of Home | Public Service: Ambient | Bronze |
| Digital/Social | Desktop/Laptop: Social Media | Bronze |
| Content & Contact | Public Service: Content and Contact | Gold |
| Integrated Campaign | Public Service: Integrated Campaign | Bronze |
| Cresta Awards 2014 | ||
| Interactive | - | Gold Winners |
| Epica Awards 2014 | ||
| PR & Promotions/Installations/Events | Public Relations | Gold |
| London International Awards 2014 | ||
| Integration | - | Gold Winners |
| Non-Traditional | Public Service/Social Welfare | Gold Winners |
| Intercontinental Advertising Cup, 2014 | ||
| Best of Products and Services | Best of Public & Private Services | Cup Winner |
| Best of Media | Best of PR | Cup Winner |
| Best of Admaking | Best of Strategy | Cup Winner |
| Cannes Lions, 2015 | ||
| CREATIVE EFFECTIVENESS | CREATIVE EFFECTIVENESS | BRONZE |
| Facebook Awards 2014 | ||
| The Winners | Facebook for Good | Gold Award |
Media: OOH
Agency: Leo Burnett Tailor Made
Client: ABTO – Brazilian Association of Organ Transplant
Features: Pages
Brand: ABTO
Company: Leo Burnett Tailor Made, Sâo Paulo
Target: Brazil · Latin America
Criative VP: Marcelo Reis, Leo Burnett Tailor Made
Executive Creative Director: Guilherme Jahara, Leo Burnett Tailor Made
Creative Director: Rodrigo Jatene, Leo Burnett Tailor Made
Art Director: Marcelo Rizerio, Leo Burnett Tailor Made
Copywriter: Christian Fontana, Leo Burnett Tailor Made
Language: Portuguese (Brazil)
Objectives: Awareness
WEBSITE http://essemerece.com.br/bentley-burial/
Tags: Other, Latin America, Portuguese (Brazil), Pages, Awareness, OOH
People are not shocked by the wastefulness of burying organs that could save lives. It’s easier to be shocked by burying a luxury car. To help change that, a very famous and eccentric Brazilian millionaire, Count Chiquinho Scarpa, posted on his Facebook Page in September 2013 that he was planning to bury his half-million-dollar Bentley in the yard of his mansion, inspired by the Egyptian pharaohs who buried their treasures.
The impact of his announcement was huge. To prove that he wasn’t joking, five more Facebook posts followed during the week—even showing the Count himself in a bulldozer digging the grave in his yard. It shocked the whole country. People were revolted, and the media strongly criticized the Count’s decision, as expected, on every TV channel, radio station, magazine, newspaper and website in Brazil—it even made the headlines abroad.
But on the day of the burial—with all of Brazil’s media gathered to broadcast it live—after placing the car inside the grave, Scarpa interrupted the funeral and declared, “I won’t bury my car, but everybody thought it absurd. Absurd is what people do every day: bury their healthy organs. Nothing is more valuable.” The Count's last Facebook post revealed the stunt, and the National Organs Donation Campaign was launched.
Campaign Performance
With only six posts on Count Chiquinho Scarpa’s Facebook Page, the Bentley Burial campaign reached more than 172 million people on social networks alone, gained $22 million in earned media on TV, radio, newspapers, magazines and internet portals, and became Brazil’s #1 trending topic and #2 in the world.
Most important of all, organ donations increased by 31.5% in only one month. Even Count Chiquinho Scarpa ended up with great results: his number of Facebook fans increased by 120%, his Page experienced 179 times more interactions, and the virality of his posts increased 6,000% (from 11,600 to 711,000).
Facebook for Good Winner
Facebook for Good is a special designation given to work made for charitable causes or non-profit organizations.