JohnXHannes NY’s campaign for Montefiore Health System, Corazón – Give Your Heart, was created to bring awareness to the need for organ donors. It’s not the first organ donor campaign but it stood out at Cannes Lions, winning the Grand Prix in Health & Wellness as well as a Silver. Corazón – Give Your Heart is also nominated for the Titanium Lion
The campaign includes a feature film based on a real-life patient story, highlights need for organ donors and uses interactive technology to make donating easier
Its film, Corazón, is based on a real-life doctor-patient story that premiered at the Tribeca Film Festival as a finalist for the Tribeca X Award. The 48 minute film was developed by JohnXHannes NY in partnership with Serial Pictures, directed by John Hillcoat and written by Kelley Sane. It tells the story of Elena Ramirez (played by Ana de Armas of Blade Runner 2049) and her failing heart. With nothing left to lose and a family that needs her to live, she leaves Santo Domingo and follows Dr Garcia of Montefiore (played by Academy Award Nominee, Demián Bichir) on a near-impossible journey to New York.
“The work raises the profile of our category and pushes the level of creativity in health and wellness,” stated Cannes Lions Health and Wellness jury president, R. John Fidelino.
“This was a beautifully integrated campaign…a wonderful example of how creativity can advance a brand’s reputation while raising awareness of an important health issue.”
“Importantly, Corazón was always entertainment first,” added Hannes Ciatti, co-founder and executive director of JohnXHannes NY.
“But by telling one woman’s true story, we were also able to seamlessly show the audience what Montefiore stands for. Corazón asks viewers to not only care, but also use the simple tool we provide to become part of a real solution, to become an organ donor. Corazón isn’t just a film. It’s a complete effort, created to make a difference.”
Give Your Heart is both the tagline and a call to action, as twenty-two people die every day in the US because there are not enough organ donations.
During the film’s premiere, audiences leaving the theatres were prompted to experience the digital activation by pressing their phones to their hearts. The phone’s accelerometer detects a heartbeat, which brought Ana de Armas to life in onsite digital movie posters and a Times Square Billboard. The digital action concluded by encouraging users to register as an organ donor with Donate Life America – a simple step that takes only 15 seconds – as part of National Donate Life Month in April.
“It was an ambitious project but thanks to a brave and trusting client in Loreen Babcock, we created a great partnership of Montefiore, our team, and the talented director John Hillcoat,” explained John McKelvey, co-founder and executive creative director at JohnXHannes NY.
In addition to an Emmy in 2017 for its Super Bowl campaign for Squarespace featuring John Malkovich, this is the second Cannes Lions Grand Prix for co-founders McKelvey and Hannes, who have also won Best of Show at The One Show, D&AD Pencils, Gold Effies, Webbys. Their work has also been honoured by United Nations Women for the positive empowerment of women.
Agency: JohnXHannes New York
Executive Creative Directors & Founders: John McKelvey & Hannes Ciatti
Head of Production: Matt Bonin
Creative Directors: Pierre Janneau & Dan Kroeger
Story Producer: Chris Martin
Director of Art and Design: Luke Flynn
Executive Producer, Digital: Paul Aaron
Head of Client Services: Olivia Legere
Producers: Bernadette Spear , Julia Menassa Panev & Kristen Althoff
Senior Project Manager: Jess Mackta
Senior Strategist: Jonathan Sadlowe
Production Company: Serial Pictures
Director: John Hillcoat
Screenwriter: Kelley Sane
Executive Producer: Violaine Etienne
Head of Production: Jennifer Gee
Line Producer: Ann Ruark
Director of Photography: Bradford Young
Editorial Company: Exile Editorial
Executive Producer: CL Weaver
Senior Producer: Michael Miller
Post Production Supervisor: Eileen Miraglia
Editor: Conor O’Neill
Post Production Facility: Harbor Picture Company
Music, Sound Design + Mix: Barking Owl
Visual Effects: A52
Client: Montefiore Health System
Client: Vice President, Chief Marketing Officer: Loreen Babcock
Client: Jeffrey Short, Vice President, Chief of Staff