The campaign Second Chances
by Casanova//McCann for Donate Life California was leader in the US Hispanic market at the 2019 Cannes Lions Festival. This communication effort that drove the increase in organ donors took a gold in PR; two silver, one in Direct
and one in Sustainability
; two brone, one in Brand Experience and one in Direct as well as nine shortlists.
In the classification, there were: a shortlist in Sustainable Development Goals,
two in Brand Experience & Activation,
it obtained a classification, in Direct
two, in Media
two, and one in the category Health & Wellness.
The campaign was based in offering a second chance to traffic infringer who are registered as organ donors; it is a way to thank them for giving other citizens the possibility of living.
The spot shows people when they are being arrested and when they are going to receive a ticket with the fine. It is a 'second opportunity' because they had the mark of organ donors on their driver's license. The campaign is a joint effort by Casanova McCann, McCann Canada and McCann Nueva York.