The Hospital do Câncer de Barretos, a Brazilian treatment center for children with cancer that has been recognized internationally for excellence, has been renamed the “Hospital do Amor”, or “Hospital of Love”, to promote love as the most effective resource in fighting the illness.
To publicize the rebranding, Brazilian advertising agency WMcCann created a three-minute 3D-animated film that shows the devastating challenges a child faces in receiving a cancer diagnosis and beginning the intrusive treatment process, as well as the impact on her family, friends and on hospital professionals.
Produced by Zombie Studio and Loud, the film took 10 months to produce, and is the first piece of a major communications strategy that encompasses social media and PR activation that will roll out throughout 2018.
“The creative solution came up almost naturally, as the new hospital name is nothing but a fundamental component to treat the disease. It also shows a more modern and humane approach for the treatment,” said André Marques, WMcCann Creative Vice-President.
The creative team behind the effort was comprised of creative directors Eiji Kozaka and Marcelo Conde, copywriter Gustavo Cavinato and art directors Francisco Oliveira and Ian Hartz.
“Since the beginning we were very engaged and moved by the theme, especially considering some of the crew members have personally experienced the hardship of having a loved one facing cancer,” said Paulo Garcia, Zombie Studio partner and movie director.
The song “Heart Full of Love” was composed specifically for the project by Felipe Vassão and Rafa Kabelo, from Loud Studio, and was performed by the North American singer Rebecca Peters. “We literally loved the challenge of helping to tell this story through a song, and both the creatives and the movie directors gave us total freedom to create, something very rare nowadays,” said Felipe Vassão, conductor at Loud studio. “There was a great emotional involvement from all the team, touched by the story, by the message and by our own personal experiences: my mother had cancer, I have other family members who are in this fight as well, and we know how love, support and presence make a difference. Trying to convey that in a song was the least we could do.”
Client: Hospital de Amor
Campaign title: The fall
CCO: Hugo Rodrigues and André Marques
Creative directors: Eiji Kozaka and Marcelo Conde
Creatives: Gustavo Cavinato, Francisco Oliveira, Eiji Kozaka, Marcelo Conde and Ian Hartz
Account service: Rafaela Reis, Catarina Trajano, Luís Figueira e Mariana Rissi
Projetos: Jaqueline Travaglin and Denise Kotsubo
Media: Horácio Rosário, Daniel Neves, Vitória Lobo and Lucas Gonçalves
RTVC: Marcelo Hack, Julia Seligmann and Viviane Guedes
Production house: Zombie Studio
Film Director: Paulo Garcia
Client service: Victoria Scaff e Leticia Baptista
Sound production house: Loud
Sound production: Loud
Client approval: Henrique Duarte Prata, Henrique Moraes Prata, Karina Carreira and Patrícia Moura