1. Astellas
Program for Life: Concepts for
Organ Donation
The objective of the creative is to encourage organ donation and
create awareness about the gap between the demand and supply of
organs.
Considering the TG is educated youngsters, we have made an attempt
to go out of the box in order to catch their eye.
These can further be extended into a campaign / series of ads or even
posters.
2. Route 1
Objective – To point out the gap between the demand / supply of organs.
Concept –
Visual gimmick, with the silhouette of a person with an organ ‘cut out’,
overlapping on another silhouette of a person with the organ: depicting the
idea of passing on an organ to those who need it.
Copy – Together we can fill the Gap
Only 4,000 out of 5,00,000 patients receive an organ in a year.
With every organ donor, 8 patients gain the chance to live a normal life again.
As the demand for life-saving transplant surgery grows, it is on each on of our
shoulders to reach out, give life and spread joy after us. So come forth, spread
the word.
Issued in public interest by Astellas Pharma India Pvt Ltd
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6. Route 2
Objective – To address the reader and encourage him not to waste his organs.
Concept –
Visual of a ‘mechanical’ heart (made of nuts, bolts, gears etc.)
Copy – Got any spare parts?
Your organs are of no use to you after you’re gone, but can give 8 patients the
chance to live a normal life again. Only 4,000 out of 5,00,000 patients receive
an organ in a year. As the demand for life-saving transplant surgery grows, it is
on each on of our shoulders to reach out and give life after us. So come forth,
spread the joy.
Issued in public interest by Astellas Pharma India Pvt Ltd
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9. Route 3
Objective – To address the reader and encourage him to give organ donation
greater priority.
Concept –
Visual of a person’s desk, with a note ‘My bucket list’ with Sign to donate
eyes, Pledge to donate kidney, etc. on the list.
Copy – 10 things to do before you die…
OR Make a wish. Grant many wishes.
Your organs are of no use to you after you’re gone, but can give 8 patients the
chance to live a normal life again. Only 4,000 out of 5,00,000 patients receive
an organ in a year. As the demand for life-saving transplant surgery grows, it is
on each on of our shoulders to reach out, give life and spread joy after us. So
this year, make a wish and live on…even after you’re gone.
Issued in public interest by Astellas Pharma India Pvt Ltd
13. Painting the world red n’ blue
The British have their imprint in every country. Their way of
living, architecture… are found across the world. We draw
parallels between the quality, style, global presence and
longevity of our brand with the British – with the use of the
British flag colors.
14. Creative execution
Concept treatment:
• Use of the British flag & its colors infused in the imagery
• Different parts of the world (e.g. Singapore), with a model of
that ethnicity carrying a prop (e.g. umbrella) which has the
British flag print on it, and a Carlton bag
19. Carry your world, the British way
In all parts of the world, is a segment of people desiring to be
associated with the British. Here too, we draw parallels between
the quality, style, global presence and longevity of our brand
with the British, showing how it influences all kinds of people.
20. Creative execution: Route 1
Concept treatment:
• Artistic ‘British’ backgrounds
• Use of the British flag & its colors infused in the imagery
• Different parts of the England with models of different
ethnicities carrying props with the British flag print on it, and
a Carlton bag
24. Creative execution: Route 2
Concept treatment:
• Old ‘British’ backgrounds / landmarks
• Use of the British flag & its colors infused in the imagery
• Different parts of the England with a modern, ‘British looking’
model
• Carrying props with the British flag print, and a Carlton bag
26. Creative execution: Route 3
Concept treatment:
• Use of graphics
• No imagery in the background
• Modern / funky / stylish models
• The product is subtly placed in the layout
32. Concept
As it is an old and trusted brand and the
composition and constituent elements are as
same as the competitors the only USP or
distinctive feature we have is the color yellow.
Also the consumers recognize and are aware
of it it as the “peeli goli” hence we would harp
on the color yellow to deliver our marketing
communications.
