Ice Man
Benificencia Portuguesa
Issue 35 | June 2015
Agency
DM9DDB Brasil
Creative Team
Leo Macias, Zico Farina, Bruno Trad, Ricardo Salgado
Production Team
Clariana Regiane da Costa
Other Credits
Company evolved: Arte em Gelo
Date
March 2015
Background
In Brazil, millions of people are waiting for an organ donation. It is a huge wait and some times, the end it is not happy. Because of this, a campaign was created that warned everyone about the importance of being an organ donor. The body goes away and the organs can stay intact and save lives. That is the idea: Life goes on.
Idea
The truth is that life is a big melting process. It begins at the moment when we are born and just stops when we pass away. To tell this story, an action was created in the centre of the biggest city in the world: São Paulo. Ice Men were put in different places, however, they had unexpected characters. All of them had an acrylic red organ inside. The Ice Man melted as time passed. At the end of the day, all ice was melted and only the organ was untouched, showing the people that life goes on.
Results
- The largest TV stations in Brasil reported this action
- More than 15,000,000 people impacted
- More than R$1,000,000 earned Media
- At Internet, more than 2,000,000 people knew of the action before officially it is released.