"Hope is worth much more than diamonds" and on that thought, Agency Africa turned hair into diamonds, and into a symbol of hope. The beautifully designed rings can be bought, and the money raised from the sales support the hospital. Very smart, though I don't think I would want a ring made from the hair of child cancer patients.
"During cancer treatment, hair loss can damage the morale of patients, and in particular children. For GRAACC – Children’s Cancer Hospital, this symbol of weakness was turned into the symbol of unbreakable hope, a diamond.
The integrated campaign, created by international creative agency Africa, set out to inform people of the hospital’s treatment of children and adolescents with cancer beyond a simple call for help. To do this, the hair lost by patients during their treatment was compressed, creating diamonds. These precious stones were embedded in a jewellery line, designed by renowned jeweller Ara Vartanian.
An exposition with photos of the patients wearing the jewels, taken by a selection of Brazil's top photographers, marked the highlight of the campaign. Using these photographs in print and online ads as well as via other communication routes, created mass awareness and boosted patients’ self-esteem.
The jewellery collection now serves as a source of income for GRAACC."
Title: Unbreakable Hope
Client: GRAACC – Children’s Cancer Hospital/ Ara Vartanian
Agency: Africa
Executive Creative Director: Sergio Gordilho
Projects Creative Director: Evandro Soares
Creative Directors: Sergio Gordilho / Paulo Coelho / Aricio Fortes
Art Directors: Rafael Gil / Paulo Coelho
Copywriter: Guigo Oliva / Aricio Fortes
Project Creative: Evandro Soares
Project Producer: Mauricio Gessulli
Diamond Producer: Brilho Infinito
Client Services Team: Marcio Santoro/ Evandro Soares / Heloisa Pupim / Mauricio Gessulli / Fabiana Ganut
Planning: Ana Paula Cortat
Media: Luiz Fernando Vieira/ Evandro Soares / Mauricio Gessulli
Print Production: Carla Lustosa / Edson Harada
Photographer: Mauricio Nahas
TV Producers: Rodrigo Ferrari / Leonardo Damasceno
Production Company: Notorious Films
Director: Mauricio Nahas
DOP: Ted Carioba / Neko Freitas
Editing and Post Production: Raphael Enes
Sound Design: Satelite Audio
Client approval:
GRAACC: Dr. Sergio Petrili / Amanda Kartanas / Fabiola Polacchini Carrillo
ARA VARTANIAN: Ara Vartanian / Debora Gentil / Fernanda Cheniaux / Stephanie Fischer
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