ABTO > Donation Badges

More than 200,000 people in Brazil are on an organ transplant waiting list. To help lessen that number we created for ABTO (Brazilian Association of Organ Transplantation) an idea in partnership with one of Brazil’s biggest football teams: Vitória. An exclusive version of their official jersey with a detachable team badge. And during game substitutions, first-team players literally donated the heart of the team from their uniforms to their substitutes. The idea was activated through a fully integrated campaign around the concept: “WHEN THE GAME IS OVER FOR ONE PERSON, IT CAN CONTINUE FOR SOMEONE ELSE”.