The Fabergé egg belongs among the world’s precious, valuable things. According to McCann Health, donor organs belong there too. Both are also rare, precious, valuable things.

“The celebrated series of 50 Imperial Easter eggs was created for the Russian Imperial family from 1885 to 1916 when the company was run by Peter Carl Fabergé. These creations are inextricably linked to the glory and tragic fate of the last Romanov family. They were the ultimate achievement of the renowned Russian jewellery house and must also be considered the last great commissions of objets d’art.” [Fabergé]

According to the Brazilian Association of Organ Transplants, only 1 in every 8 Brazilians who could become an organ donor does.

So the John Hopkins International Medicine Center’s Moinhos de Ventos Hospital, is asking Brazilians, Who will inherit your greatest wealth?

McCann Health has re-imagined Fabergé eggs as human organs to highlight the importance of organ donation.

“The campaign seeks to promote organ donations through the most basic question, What you will leave as a heritage? What do you have that’s truly most precious?,” explained Bruno Abner, McCann Health Brazil creative director.

The eggs were used in print ads that ran in selected magazines in Brazil and were also published in the hospital’s social media channels. There are three different eggs – an eye, a  heart and a kidney, highlighting how priceless those organs are for those who receive it.

Credits:

Agency: McCann Health Brasil 

Creative director: Bruno Abner Rebelo

Art directors: Thiago Silva and Daniel Machado

Designer: Marcelo Segovia

Copywriters: Monica Tritone and Nando Franchim

Client service: Ricardo Takahashi

Planning director: Fernanda Galvão

Media planning: Adriano Botter and Allan Gomes

Illustration: Lightfarm Brasil

Client: Moinhos de Ventos Hospital

Client approval: Mohamed Parrini, Marga Acioli &Débora Elmo