Grand Prix

Tribeca x 2

Webby for Good

Montefiore awakens audiences to the importance of organ donation through the power of cinema

Over 115,000 Americans are currently waiting for a lifesaving organ transplant. Less than half will ever receive one. Despite the fact that 98% of Americans support organ donation, only one in five is a registered donor.

Montefiore believes all human life is worth fighting for

Founded in New York in 1884, Montefiore Hospital has one of the highest success rates for organ transplants in the country. The issue remains finding enough donors for patients on the growing organ-donor waiting list.

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How do you get people to care and become organ donors?

Corazón, Give Your Heart’s approach was twofold: make people connect emotionally with the issue, and then make it easy for them to become part of the solution.

Corazón Give Your Heart - Case study

A 43-minute film about a prostitute wins the Cannes Lion Grand Prix.

— Fast Company
Based on a true and compelling Montefiore patient story

Months of research uncovered the true, reamarkable Montefiore patient story of Elena Ramirez, a sex worker from Santo Domingo whose heart is dying. With nothing left to lose and a family that needs her, Elena decides to leave the Dominican Republic and follow the only doctor, Montefiore’s Dr. Mario Garcia, who offers her hope on a near-impossible journey to New York.

Corazón - Film trailer

I believe in the power of cinema to change people’s minds and to touch people’s hearts.

— Academy Award nominee, Demián Bichir

With its moving story drawn from real life, Corazón sparked an emotional response in viewers while seamlessly demonstrating what Montefiore stands for. 

Corazón - Full 48 minutes film

Demián Bichir and Ana de Armas star in moving medical drama.

— Vanity Fair
Hollywood's finest brought Elena's story to life

Directed by Palme d'Or nominee John Hillcoat (The Road), Corazón featured Academy Award nominee Demián Bichir and Ana de Armas, star of Blade Runner 2049 and James Bond: No Time to Die.

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Corazón made its global premiere at the Tribeca Film Festival

The film connected with millions of young and empathetic moviegoers. All four premiere screenings sold out within hours. More showings were added to accommodate the thousands of people wanting to see Corazón. Then the film was made available online for an even wider audience.

“Give Your Heart” was more than a film tagline — it was a meaningful call to action

Viewers leaving the film were prompted to press their phones to their hearts, bringing Elena to life on Corazón movie posters and Times Square billboards. After users metaphorically “gave their hearts,” they could register as organ donors with Donate Life America in just 15 seconds.

Hopefully people will watch this film, connect with Elena’s story, and more of us will be inspired to take action and give our hearts.

— Ana de Armas
  • 25 million connected with campaign in NY
  • 16 million watched Corazón film content
  • 10,000 New Yorkers saw Corazón, the film
  • 5,000 new organ donors
Client
Montefiore
Output
  • Brand Strategy
  • Brand Book and Identity
  • Creative Platform
  • Tribeca Film Festival Campaign
  • 48 min Film Production
  • Digital and Print Production
  • Experiential and Event Production
  • Talent Management and Contracts
  • Communications Planning
  • Media Planning