Hospital De Cancer De Barretos: Case study

Credits & Description:

Brand HOSPITAL DE AMOR
Entrant WMCCANN SAO PAULO
Published: May 2018

WMcCANN Sao Paulo, Brazil Entrant Company
WMcCANN Sao Paulo, Brazil Idea Creation
LOUD Sao Paulo, Brazil Production
ZOMBIE STUDIO Sao Paulo, Brazil Production
Hugo Rodrigues WMcCann CCO
André Marques WMcCann CCO
Eiji Kozaka WMcCann Creative Director
Marcelo Conde WMcCann Creative Director
Gustavo Cavinato WMcCann Copywriter
Marcelo Conde WMcCann Copywriter
Francisco Oliveira WMcCann Art Director
Eiji Kozaka WMcCann Art Director
Ian Hartz WMcCann Art Assistant
Rafaela Reis WMcCann Account Director
Luís Figueira WMcCann Account Executive
Catarina Trajano WMcCann Account Assistant
Mariana Rissi WMcCann Account Assistant
Jaqueline Travaglin WMcCann VP of Operations
Denise Kotsubo WMcCann Project Director
Horácio Rosário WMcCann Media Director
Daniel Neves WMcCann Media Manager
Vitoria Lobo WMcCann Media Coordinator
Lucas Gonçalves WMcCann Media Assistant
Marcelo Hack WMcCann VP of Production
Julia Seligmann WMcCann Production Director
Viviane Guedes WMcCann Production Manager
Paulo Garcia Zombie Studio Film Director
Loud Loud Sound Production
Loud Loud Music Composer
Loud Loud Audio and Sound Effects producer
Henrique Duarte Prata Hospital de Amor President
Henrique Moraes Prata Hospital de Amor Social Responsability Director
Patrícia Moura Hospital de Amor PR Assistant
Karina Carreira Hospital de Amor PR

Short Synopsis:
The Hospital do Câncer de Barretos, a Brazilian treatment center for in children with cancer recognized internationally for excellence, has been renamed the “Hospital do Amor”, or “Hospital of Love”, to promote love as the most effective resource in fighting the illness.
To publicize the rebranding, Brazilian advertising agency WMcCann created a 3:00 3D- animated film that showing the devastating challenges a child faces in receiving a cancer diagnosis and beginning the intrusive and treatment process, as well as the impact on her family, friends and on hospital professionals.
Produced by Zombie Studio and Loud, the film took 10 months to produce, and is the first piece of a major communications strategy that encompasses social media and PR activation that will roll out throughout 2018.
“The creative solution came up almost naturally, as the new hospital name is nothing but a fundamental component to treat the disease. It also shows a more modern and humane approach for the treatment,” said André Marques, WMcCann Creative Vice-President.
The creative team behind the effort was comprised of creative directors Eiji Kozaka and Marcelo Conde, copywriter Gustavo Cavinato and art directors Francisco Oliveira and Ian Hartz.
“Since the beginning we were very engaged and moved by the theme, especially considering some of the crew members have personally experienced the hardship of having a loved one facing cancer,” said Paulo Garcia, Zombie Studio partner and movie director.
The song "Heart Full of Love" was composed specifically for the project by Felipe Vassão and Rafa Kabelo, from Loud Studio, and was performed by the North American singer Rebecca Peters. “We literally loved the challenge of help telling this story through a song and both the creatives and the movie directors gave us total freedom to create, something very rare nowadays,” said Felipe Vassão, conductor at LOUD studios. “There was a great emotional involvement from all the team, touched by the story, by the message and by our own personal experiences: my mother had cancer, I have other family members who are in this fight as well, and we know how love, support and presence make difference. Trying to convey that in a song was the least we could do.”

Entry Summary
In Brazil, the expression "perder o chão" is very popular. The literal translation is "feel the floor falling down"
and means to be lost, disoriented, to be taken by surprise by bad news. This expression was the inspiration for the whole idea of the girl falling. Reverting this fall and beating cancer is easier when we’re surrounded by love
Brief With Projected Outcomes
Since this a hospital rebranding campaign, there is no restrictions or regulations regarding this piece.
Brief Explanation
A girl is playing with her dog at the park. All of a sudden she feels unwell and faints, falling into the ground.
When she wakes up she’s lying in a hospital bed and we see her parents listening to terrible news: their daughter has cancer.
From then on, we see her falling and along with her, her fears and loneliness. We also see how the love of doctors and her family brings her back to her normal life. At the end the concept says: “Love never lets us down.
Now Barretos Cancer Hospital has a new name: Hospital of Love.”
Audience
Replacing "cancer" with "love" in a hospital's name is very meaningful to patients and doctors.
Our film communicates this change in a poetic, hopeful and emotional way.
We believe our message has the power to touch those who are in this situation and give them strength to fight this disease.
Advertising Format Other
From day one we knew this narrative would only work if we had the right emotional tone, and from the team's perspective, this would only be achieved with a song.
After searching for some known pieces of music we decided to write an original one, since none of the songs we were thinking of would fit the narrative properly.
Our team started working on an early animatic version, and crafted the song accordingly, making the song feel natural even with the dramatic mood drops and twists the film presents.
"Heart Full Of Love" sets the mood and conducts the viewer through this journey, and Rebecca Peters' vocals were a more than joyful find.
Regarding sound effects: once we had a finished render, our team added a layer of cinematic sound design to bring depth to the visuals, especially to set apart the two worlds depicted on screen.