Piece #1

  • VideoCase
  • Piece #2

  • Campaign Board


Piece #1 - VideoCase


Company:
Leo Burnett Tailor Made
Award:
AME Gold Medallion
Brand:
ABTO
Title:
Bentley Burial
Country:
BRAZIL
Competition:
social benefit
Category:
promotion of health & human services

Talent Credits

  1. Marcelo Reis - Creative VP
  2. Guilherme Jahara - Executive Creative Director
  3. Rodrigo Jatene - Creative Director
  4. Christian Fontana - Copywriter
  5. Marcelo Rizerio - Art Director
  6. Junior Bottura - Account Director
  7. Pablo Arteaga - Account VP
  8. Luisa Prado - Account Supervisor
  9. Fernando Sales - Media VP
  10. Daniela Franco - Media Director
  11. José Medina - ABTO President
  12. Tiago Lara - Planning Director

Campaign Summary

People are not shocked by the waste in burying organs that could save lives. It´s easier to be shocked by burying a luxury car. To help change that, we asked to a very famous and eccentric Brazilian millionaire, Count Chiquinho Scarpa, to post on his facebook page that he would bury his U$500.000 Bentley in the yard of his mansion, inspired by the pharaos who buried their treasures. The impact was huge. People were revolted and the media strongly criticized the Count´s decision, as expected, on every TV channel, radio station, magazine, newspaper and Internet portal in the country - even abroad it made the headlines. But in the day of the burial, with all of Brazil´s media gathered Broadcasting 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 everyday: bury their healthy organs."



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