Jovem Pan Fm Radio Heart [portuguese] by CCZ/WOW Curitiba

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Heart [portuguese]

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Industry TV Channels/Radio Stations and Programmes
Media Radio
Market Brazil
Agency CCZ/WOW Curitiba
Creative Director Rodolfo Amaral
Art Director Albérico Bini
Copywriter Marcelo “Erudito” Guimarães
Released October 2016


Cannes Lions 2017
Radio Use of Radio & Audio: Use of Radio & Audio as a Medium Silver Lion Campaign

Credits & Description

Title: Heart
Agency: Ccz*Wow
Brand: Jovem Pan Radio
Country: Brazil
Entrant Company: Ccz*Wow, Curitiba
Advertising Agency: Ccz*Wow, Curitiba
Media Agency: Ccz*Wow, Curitiba
Copywriter: Marcelo Erudito Guimarães (Ccz*Wow)
Art Director: Albérico Bini (Ccz*Wow)
Creative Director: Rodolfo Amaral (Ccz*Wow)
Producer: Lucas Sfair (Canja Audio Culture)
Producer: Levi Mynssen (Canja Audio Culture)
Account Director: Ciro Cezar Zadra (Ccz*Wow)
Marketing Co-ordinator: Michelle Reffo (Jovem Pan Curitiba)
Communications Director: Gilson Bette (Jovem Pan Curitiba)
Graphic Designer: Jean Estevão (Deiró Moving Ideas)
Producer: Filipe Resende (Canja Audio Culture)
Producer: Eduardo Karas (Canja Audio Culture)
Agency Producer: Margot Farias (Ccz*Wow)
Account Supervisor: Renata Mendes (Ccz*Wow)
Script In English:
This radio spot is actually an interference on a normal song aired on the radio.We hear Unchain My Heart, by Joe Cocker. And everything goes as usual until we reach the words "my heart": instead of his voice, we hear Toni Braxton's singing this exact part of her hit Unbreak My Heart, making an organ transplant on air.After the mashup, everything goes back to normal and Joe Cocker continues with his song. Only until the lyric brings another "my heart". We then go back to hearing Toni Braxton's voice.And every single time Cocker's music has these two words, "my heart", we hear Braxton's voice in place, in her own rhythm.As the music ends, the announcer explains why we all heard such a different version of this well-know hit.VO: That was Toni Braxton donating her heart to Joe Cocker only to remind you to become an organ donor yourself. Let your family know and save lives. A campaign by Jovem Pan.
Entry Summary:
Jovem Pan Curitiba is a local broadcaster of Jovem Pan, Brazil's #1 radio station.
Many great songs have body parts and organs in their lyrics, such as heart, lungs and eyes. We saw an opportunity to use that to talk about organ donation in Brazil. And we did so by making small changes on iconic songs: the organ of one hit was transplanted right into another music, in a very unusual way. So Toni Braxton's heart from Unbreak My Heart suddenly was playing inside Joe Cocker's Unchain My Heart, creating a completely fresh track for Jovem Pan Curitiba, Brazil's number one radio station.