Superstar

This Hospital San Jose Campaign Urges Individuals to Give Life

By: Amelia Roblin - Published: Jun 12, 2011 • References: ogilvy and adsoftheworld
It's difficult to demonstrate the process of organ donation in advertising without it becoming gruesome and upsetting, but this Hospital San Jose campaign aims to simplify a sad story with the use of basic illustration.

The pen first sketches the name Arnold in text, mounted on wheels as if this hypothetical character was driving. Following a straight trajectory amidst zigzags in the line that represent a heartbeat, the unfortunate accident victim finds himself slamming into a tree. The line, however, continues, passing through the logo for this particular medical institution. The zigzags are revived after patient Ronald receives aid from this generous benefactor. The Ogilvy advertising agency executed three more prints within this Hospital San Jose campaign, using the same technique of jumbling names to reveal characters afforded lengthened life by the gifts of organ donors.