| Title | Optink (135s) |
| Brief | 3 Germans die every day awaiting an organ transplant.But only 0,001% of Germans donate their organs – because of an opt-in system that requires explicit consent without keeping record of it, leaving the decision to unaware families. Yet, all it takes to opt-in is carrying proof of consent. Whatever its form.25% of Germans are inked.#OPTINK is the free tattoo to become an organ donor.A valid proof of will that allows to express consent and inform decision-makers (families).A life commitment turned into a commitment for life.+550 tattoo studios involved and transformed into organ donor recruitment centers+4500 tattoos recorded = +31500 potential lives saved+2.8bi free impressions |
| Agency |
McCann Worldgroup Germany
|
| Campaign |
Optink
|
| Advertiser |
Junge Helden
|
| Brand |
Junge Helden
|
| Date of First Broadcast/Publication |
2023 / 1
|
| Business Sector | Blood/Organ Donation
|
| Story | Every day, 3 people in Germany die awaiting an organ transplant. While 84% of Germans support organ donation, only 0,001% eventually donate. Mainly because the government maintains an "opt-in" system that requires explicit consent and fails to implement a national register. Leaving final decision makers, family members, unaware of their loved one's will. Yet, all it takes to opt-in is to carry proof of consent - whatever its form. 1 in 4 Germans are inked.#Optink, the free tattoo to become an organ donor. A proof of will. A statement. A life commitment, for life. |
| Media Type |
Case Study
|
| Advertising Agency |
McCann Germany
|
| Lead Front-End Developer |
Chris Taylor
|
| Head of Print Production |
Oliver Hugo
|
| Executive Creative Director |
Cédric Astrella
|
| Executive Creative Director |
Donovan Bryan
|
| Associate Creative Director |
Guto Kono
|
| Senior Copywriter |
Schakir Islamow
|
| Creative Director |
Mateo Fernandez
|
| Global Lead |
Carmen Bistrian
|
| Senior Copywriter |
Gabriel Abrucio
|
| Social Media Manager |
Pierre-Jean Bernard
|
| Chief Creative Officer |
Julien Calot
|
| Grouphead Web Development |
Carsten Schneider
|
| Motion Designer |
Etienne Philippe
|
| Group Experience Director |
Darren Jones
|
| Creative Excellence Manager |
Connie Bedenk
|
| Chief Creative Officer |
Goetz Ulmer
|
| Creative Director |
Bjoern Seib
|
| Producer |
Sabine Schmalenbach
|
| Creative Director |
Farah El Feghali
|
| Art Director |
Goncalo Gameiro
|
| Account Director |
Jan Wilhelm
|
| Head of Project Management |
Alexandra Znaty
|
| Account Director |
Hajar El Kalaji
|
| Media Relations Manager |
Julia Suedholter
|
| Interactive Designer |
Launde Morel
|
| Software Engineer |
Keith Charlton
|
| Technical Director |
Behzad Noroozi
|
| Chief Project Manager Digital |
Justine Maroux
|
| Project Director Digital |
Duc-Huy Tran
|
| Junior Account Manager |
Constantin Muehlenhaupt
|
| Cinematography |
Ian Scheer
|
| Photographer |
Dirk Laessig
|
| Creative Support |
Pedro Americo
|