Finalist
Speed Donating
Summary of work
With no new products on the horizon and an ageing generics portfolio, Teva needed new ways to demonstrate its commitment to the Transplant community.
Cue, Speed Donating.
A carefully crafted creative and social movement, Speed Donating aimed to tackle the biggest unmet need in transplantation – the lack of life-saving organs.
Nine real-life stories and personal pleas, told openly by those whose lives have been shaped by organ donation in some way, made Europe sit up, take notice and, most importantly, take action.
With a creative rooted in behavioural insights, Speed Donating uses a common social situation to juxtapose the humorous attempts of speed daters to find their match with the real need of a man whose life depends on finding his; using the power of the unexpected to create a lasting impression in the viewer’s mind.
In just five months, the campaign video received over 8 million views and interactions and, in the process, fundamentally changed the perceptions of Teva within the industry. But no KPI matters more than someone’s life – by driving sign-ups to the organ donor register, Speed Donating has potentially saved or improved the lives of over 60,0001 people.
Judges’ comments
This campaign impressed the judges with its goals, its insight and its and creativity. They liked that it was actually serving people and not just the corporation. It showed understanding of behaviour and what was behind it, so they could tackle it in an empathetic way. Really strong work.
