00:00
NewerOlder

Organ Donor Foundation: Leila

This TV ad illustrates the harsh reality that by not becoming an organ donor, you’re potentially taking another life with you when you die. We are urging people to sign up to become an organ donor, so that one day they can save other people fighting for their lives.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Producer: Riska Emeran
Executive Creative Director: Kirk Gainsford
Art Director: Brendan Hoffmann
Copywriter: Natalie Rose
Client Service: Arno Du Toit
Production House: Velocity Films
Director: Tristyn Von Berg
DOP: Peter Tischhauser
Executive Producer: Nicola Valentine
Producer: Karen Kloppers
Post Production: OS Post Production, Searle Street
Sound Production: We Love Jam

Related videos by Shutterstock

21 comments

andylefty's picture
andylefty
4533 pencils

This doesn't work for me. No one thinks they'll die in a road accident and once they do, they sure as hell won't care if they can save someone else's life.

The girl joining him seems to be the wrong point. I think it should be a benefit rather than guilt-tripping something that hasn't happened.

As in the viewer is supposed to say "Wow I might die in a road accident, I better become an organ donor before that happens".

I get the thought behind it but not for me.

Billybell's picture
Billybell
373 pencils

You dont look the ad in the right way

scarfinati's picture
scarfinati
830 pencils

You’re taking it a bit literally. I agree that guy who just died in that bike crash wouldn’t care if he saved that little girls life.

But a guy who didn’t die in that accident, say someone watching this ad, may care.

ivook's picture
ivook
136 pencils

Me gusta.
Igual prefiero cuando se muestra la vida en lugar de la muerte en lo avisos de donaciones.

Mytwocents's picture
Mytwocents
174 pencils

Beautiful execution. But pointing at people in an accusative manner is a very unfortunate approach. Copy could have been less frontal.

lanat's picture
lanat
5 pencils

I definitely believe this ad has the strenght to convey a real and relevant message that call people to action and let them make a concrete choice. Everyone would tell that he wants to be a donor, but no one really express this choice thinking that death is always too far away.
This insight is so true that someone else has already launch the same message a couple of years ago..
To be honest, the commonalities go beyond the message!

nat

Lawson Hembree's picture
Lawson Hembree
456 pencils

Interesting approach. With better copy, could have been really impacting.

BecauseISaidSo's picture
BecauseISaidSo
24 pencils

Do you mean impactful?

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

I think it works. The message is simply and immediate.

lanat's picture
lanat
5 pencils

Just check O.N.Da ORGAN DONATION CAMPAIGN!

nat

stickynotes's picture
stickynotes
1058 pencils

I really likes this. It finally makes you think about filling out those formulars to become an organ donar.
Art direction & music are really nice. And the copy, for my taste, is spot on - it doesn't need more fluffy words.

Ceballos's picture
Ceballos
625 pencils

Bad way...

Jexep's picture
Jexep
182 pencils

Oh! This make us so guilt.

my marketing blog (Thai Language): http://jexep.net

Geimima's picture
Geimima
815 pencils

But why "die at accident"? at least when people die, they don't take others to die too..

life is a playground

baliquez's picture
baliquez
99 pencils

In my country one have to declare if he/she does NOT want to be an organ donor. But I like this ad, it is nice.

JensH's picture
JensH
111 pencils

I don't think playing the guilt-card is the right approach...
But nice direction:)

diabili's picture
diabili
532 pencils

Biiiiiiiiig......

marialankina's picture
marialankina
6 pencils

agree with the guilt trip non supporters.
Frankly if i was brainstorming the advert for organ donor giving, i would address the human truth about few of being an organ donor. People worry that in the time of an accident, when decisions need to be made, the mark on your driving license saying you are an organ donor, might potentially change your chances of survival, because various organs will only be viable certain amount of time and there will be a choice for doctor whether to risk the organs and try to pull you thru, or hesitate ( and often its hesitation - time taken for decision , that kills actually ) and lose valuable time that would have saved your life, instead you become fresh market of organs to save other people's lives. Its a bit of a cynical view on the situation, however we live in a pretty cynical world.

So if i was to brainstorm the idea of propagating people to become a potential organ donor, i would start from addressing the fears associated with it. I am sure there are more. If people don't rush to join into the organ donor army, then something is stopping them. What are those reasons ? Then address those reasons, perhaps figure out what percentage of those who are young ( better donors) or those who would be more inclined ( larger % that already are organ donors and focus on addressing the reasons and motivations that would help have more people become potential organ donors , make a decision. Again the actual concept will be derived from the final message that needs to be communicated along with ideas corresponding with the concept that speak directly to the established targeted group.

The guilt for potentially not helping other people is a huge miss. Nowadays everyone thinks of themselves, economy pushed us into survival mode ( watch IN TIME movie with Justin Timberlake and pay attention to the scene where his mother needs extra hour ( currency ) to ride a train, she has no other way to reach her goal but from humility of people , that would share their time with her ( time-currency-money) , and guess what, nobody helps her.

If i was to play off of the concept that this video was derived from, my idea would be rather, possibly, make it somewhat ironic, as in "all your life you strive to achieve, having little time to help others, yes we know life pushes you to, by becoming potential organ donor, you get a chance to do the REAL final good deed, even after you die, when all is done, you will finally be able to HELP someone and save someone's life and touch it ways you never ever hoped for, something we rarely have time to do during our time on this earth.

something like that.

But overall i would try to focus on human truths and address them along with tying it into belonging to group of people that had contributed to someone's save life and are not longer with us, but remembered both by those who witness the "giving" and those who live because of that.

Well thats what i wanted to say.
thanx for reading
Maria Lankina

Roger Keynes's picture
Roger Keynes
5497 pencils

Great insight.

Will Think for Salary

ArtVader's picture
ArtVader
34 pencils

Up there.

vlad.betov's picture
vlad.betov
2 pencils

Great balance between call-for-action urgency and moral beauty.
To those who found this preachy or guilt-sowing: your egos are in the way of the big picture - it's not an IF situation. It's not a fictional script-born story, it's real and it really may be you who dies and saves someone's life. I cannot understand your insult.
Personally, I think organ donating should be a personal choice (not a default-rule) but can't understand why most people never bother to sign up for it - it may be for lack of adequate advertising effort!

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments