MONTEFIORE CORAZON
APRIL 2018 CREATIVE DIRECTION / ART DIRECTION
AGENCY JOHN X HANNES
DIRECTOR JOHN HILLCOAT
DIGITAL Active theory
It doesn’t take a famous client to create award winning work, just a brave one. Montefiore Medical Systems in the Bronx was a globally recognized hospital that was lost in the middling world of health care advertising. But this client wanted to do something different. Working with JohnxHannes NY, we helped produce and craft a 45 minute film, directed by John Hillcoat, that premiered during the 2018 Tribeca Film Festival. The film’s tagline GIVE YOUR HEART was also call to action, as viewers, while still in an empathetic state driven by the emotion of the film, we’re given an opportunity become heart donors, simply by holding their phones to their heart.
A few select outdoor boards, including a large one in Times Square, came to life with each donor’s heartbeat. We also created an interactive site that brought both film, donation and social engagement to the masses.
