| posted by

Cannes Lions of the Day: JohnXHannes NY wins Grand Prix Health & Wellness for Corazon

Corazón, a powerful and emotional film based on a real-life doctor-patient story, has won the Cannes Lions Grand Prix Health & Wellness award.

The film, presented by Montefiore and produced by Serial Pictures and JohnXHannes New York, is part of 'Give Your Heart,' an integrated marketing campaign created by JohnXHannes NY to bring awareness to the real need for organ donors. 

The fully integrated campaign featured film, app, outdoor installations and billboards. 

The motivation for Corazón was the many patients on waiting lists in the US, with simply not enough organs to meet their needs. April was National Donate Life Month and Montefiore Health System, in partnership with Donate Life America launched #GiveYourHeart to get more donors.

JohnXHannes NY and Active Theory developed an interactive way to become an organ donor by simply holding your mobile phone up to your heart. Your phone connects your heartbeat to the website, corazonfilm.com, and to a digital Times Square billboard, among other placements, where actress Ana de Armas comes to life in movie posters, awakened by your heartbeat. Audiences leaving the theaters directly after the screenings were also given an opportunity to register as organ donors.

Corazón was developed by JohnXHannes NY and John Hillcoat with writer Kelley Sane after months of research with skilled surgeons, passionate doctors and brave patients, and it begs one question: How far would you go to save a life? It shows Montefiore’s commitment to world-class healthcare for all. The film also features a real heart surgery performed by Montefiore’s Dr. Daniel Goldstein.

“Working with Montefiore was illuminating and humbling,” said John McKelvey, co-founder and executive creative director at JohnXHannes NY. “They really care, and it was so positive to see the level of passion and skill that they devote to helping people. With immigration and social justice such important topics, everyone on the film rallied behind a story of compassion in this time of division.”

Corazón is another example of creative startup JohnXHannes NY’s work at the intersection of entertainment and advertising. The agency won multiple awards including an Emmy for its Super Bowl campaign featuring John Malkovich

“Importantly, Corazón was always entertainment first,” said Hannes Ciatti, co-founder and executive director of JohnXHannes NY. “But by telling one woman’s true story, we were also able to seamlessly show the audience what Montefiore stands for. Corazón​ asks viewers to not only care, but also use the simple tool we provide to become part of a real solution. To become an organ donor. ​Corazón​ isn’t just a film. It’s a complete effort, created to make a difference.” 

To view elements of the winning campaign, click on the Creative Works box below, and view more creative coverage of Cannes Lions by The Drum here.

Agency: 
JohnXHannes
Brand: 
Montefiore

Corazón, a powerful and emotional film based on a real-life doctor-patient story, has won the Cannes Lions Grand Prix Health & Wellness award.

The film, presented by Montefiore and produced by Serial Pictures and JohnXHannes New York, is part of 'Give Your Heart,' an integrated marketing campaign created by JohnXHannes NY to bring awareness to the real need for organ donors. 

The fully integrated campaign featured film, app, outdoor installations and billboards. 

The motivation for Corazón was the many patients on waiting lists in the US, with simply not enough organs to meet their needs. April was National Donate Life Month and Montefiore Health System, in partnership with Donate Life America launched #GiveYourHeart to get more donors.

JohnXHannes NY and Active Theory developed an interactive way to become an organ donor by simply holding your mobile phone up to your heart. Your phone connects your heartbeat to the website, corazonfilm.com, and to a digital Times Square billboard, among other placements, where actress Ana de Armas comes to life in movie posters, awakened by your heartbeat. Audiences leaving the theaters directly after the screenings were also given an opportunity to register as organ donors.

Corazón was developed by JohnXHannes NY and John Hillcoat with writer Kelley Sane after months of research with skilled surgeons, passionate doctors and brave patients, and it begs one question: How far would you go to save a life? It shows Montefiore’s commitment to world-class healthcare for all. The film also features a real heart surgery performed by Montefiore’s Dr. Daniel Goldstein.

Client: Montefiore Health System

Client: Vice President, Chief Marketing Officer: Loreen Babcock

Client: Jeffrey Short, Vice President, Chief of Staff

 

Agency: JohnXHannes New York

Executive Creative Director / Founder: John McKelvey

Executive Creative Director / Founder: Hannes Ciatti

Head of Production: Matt Bonin

Creative Directors: Pierre Janneau, Dan Kroeger

Story Producer: Chris Martin

Director of Art and Design: Luke Flynn

Executive Producer, Digital: Paul Aaron

Head of Client Services: Olivia Legere

Senior Integrated Producer: Bernadette Spear

Senior Art Producer: Julia Menassa Panev

Senior Print Producer: Kristen Althoff

Senior Project Manager: Jess Mackta

Senior Strategist: Jonathan Sadlowe

 

Production

Production Co.: Serial Pictures

Director: John Hillcoat

Screenwriter: Kelley Sane

Executive Producer: Violaine Etienne

Head of Production: Jennifer Gee

Line Producer: Ann Ruark

Director of Photography: Bradford Young

 

Editorial

Editorial Company: Exile Editorial

Executive Producer: CL Weaver

Senior Producer: Michael Miller

Post Production Supervisor: Eileen Miraglia

Editor: Conor O’Neill

Trailer Editor / Asst. Editor: Rex Lowry

Additional Asst. Editor: Jess Baclesse

 

Post Production

Facility: Harbor Picture Company

Supervising Colorist: Joe Gawler

Senior DI Producer: Peter Boychuk

Conform Artists: Christian Farfán, Alec Perez

 

Digital Company: Active Theory

Nick Mountford : Head of Digital Production

Rafael Dante : Interactive Design

Terkel Gjervig : 3D Graphics & Interactive Development

Alex Bergin : Front-end Development

Eddie Benson : Digital Strategy

Thiébault Delaporte : After Effects

Giuseppe Rodriguez : Backend Development

Mike Chang : Tech Direction

Andy Thelander : Creative Direction

Michael Modena : Interactive Direction

 

Other digital assets: Hook

 

Music, Sound Design + Mix

Company: Barking Owl

Composers: Atticus Ross, Leopold Ross

Executive Producer: Kelly Bayett

Post Audio Producer: Ashley Benton

Music Supervisor: Liza Richardson

Executive Producer: Suzanne Hollingshead

Additional Song Licensing:

Company: Walker

Music Supervisor: Sara Matarazzo, Jacob Piontek

 

Visual Effects

Company: A52

VFX Supervisors: Patrick Murphy, Andy McKenna

 

 

Featured by The Drum

1