Print campaign for Santa Casa de Misericórdia, the largest philanthropic hospital in Latin America. Based on the insight "what is the most precious thing in people's lives?", we had access to the photo archives of the Guinness World of Records. We researched around 300 photos from collectors to showcase what they have as the most precious: their organs.

credits
Agency — Y&R Brazil
Creative Director — Felipe Pavani / Raphael Pitanguy
Copywriter — Raphael Pitanguy

recognitions
★ Cannes Lions — Bronze Press 2017