Most donor ads rely on tugging at audience's heart strings and emotions, but this campaign from the Government of the State of Ceará uses popular culture references to get its message across instead.
Created by Propeg advertising agency in Brazil along with Daniel Prata as the Art Director, the campaign includes three print ads that each feature a different iconic superhero: Superman, Captain America and Spiderman. Incorporating these characters' costumes into different organs like a heart and a pair of lungs, these ads cleverly tap into pop culture's powerful influence in order to address an important life-changing issue.
The ads are completed with the humorous yet powerful words "The real power lies inside you. Be a donor. Save lives."