The 'Ice men' campaign by Beneficência Portuguesa, launched in Brazil in 2015, centers on promoting organ donation through a powerful public interest message. The brand proposition clearly emphasizes the life-affirming impact of organ donation, articulating that by donating organs, the donor’s legacy lives on and enables others to continue their lives. This underscores the value of altruism and the lasting positive effect one individual can have beyond death.
Strategically, the campaign utilizes a documentary/social experiment genre to engage the public on a deeply emotional and human level. By choosing an authentic, real-life approach through outdoor advertising, it taps into the cultural and social context of Brazil, where awareness and participation in organ donation remain critical public health objectives. The insight driving this campaign is the universal human desire to leave a meaningful impact, which is leveraged to shift perceptions and motivate action around organ donation. The creative execution likely captures raw, relatable moments that convey the transformative power of donation, resonating with viewers’ empathy and sense of community responsibility.
The campaign’s distribution via OOH outdoor placements, alongside digital reach evidenced by its YouTube presence, indicates a multi-channel approach designed to maximize visibility and social sharing potential. With over 400,000 views and engagement metrics suggesting active conversations, the campaign effectively connects with an audience that is both reflective and receptive, encouraging behavioral change. Overall, the campaign strategically navigates the sensitive subject of organ donation with a humanistic narrative, reinforcing Beneficência Portuguesa’s role as a socially conscious institution invested in public health and individual empowerment.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign most likely employs FORMAT#9, Symbolize the Benefit, as indicated by the title "Icemen" and the public service context about organ donation. While it is described as a documentary/social experiment, the metaphor of "Ice men" strongly implies the use of a symbolic or visual analogy: people preserved in ice representing life being on hold, or conversely, organ donation "thawing" and sustaining life. The narrative cue, “When you donate organs, life goes on,” suggests a symbolic creative device where the benefit (continued life through donation) is illustrated visually, rather than through a literal demonstration or story arc. There are no mentions of celebrities, testimonials, or comparisons; the campaign relies on a distinctive symbolic representation that powerfully encapsulates the benefit of organ donation.
1. Hospital Sírio-Libanês – Market Positioning
Renowned for excellence in specialized medical care and advanced technology, Sírio-Libanês positions itself as a premium private hospital focusing on patient-centered treatments and comprehensive healthcare services, targeting affluent urban populations with a reputation for international standards and cutting-edge research.
2. Albert Einstein Israelite Hospital – Market Positioning
Albert Einstein emphasizes innovative medical practices and academic excellence, blending world-class healthcare with a strong research and education mission. Its strategic angle highlights patient safety, multidisciplinary care, and partnerships with global health institutions.
3. Hospital Alemão Oswaldo Cruz – Market Positioning
This institution positions itself on personalized care paired with highly specialized medical services. Their strategic focus is on integrating technology with compassionate treatment, promoting a multidisciplinary approach targeting upper-middle-class patients seeking trust and quality.
4. Rede D’Or São Luiz – Market Positioning
As Brazil’s largest network of private hospitals, Rede D’Or leverages scale and infrastructure to offer wide geographical coverage and a broad range of services, emphasizing accessibility, integrated healthcare solutions, and investments in technology for enhanced patient outcomes.
5. Grupo Fleury – Market Positioning
Specializing in diagnostic medicine, Grupo Fleury differentiates by offering precision diagnostics and innovative healthcare technology. The group targets health-conscious consumers and medical professionals seeking reliable laboratory and imaging services within a modern and accessible framework.
Q: What is Ice men about?
A: Ice men is a 2015 public interest campaign created by DDB for Beneficência Portuguesa in Brazil, aimed at raising awareness around organ donation. The campaign leverages the OOH outdoor medium and a documentary/social experiment approach to deliver its core message: when you donate organs, life goes on. Through a single, visually arresting media asset and a call to share its video, Ice men seeks to engage the public on the life-affirming impact of organ donation, positioning Beneficência Portuguesa as a champion for public health and community welfare.
Q: What creative device does Ice men use?
A: Ice men employs FORMAT#9, Symbolize the Benefit, as classified by Clapboard’s 12-format taxonomy. This creative approach uses symbols or exaggerated visuals to represent the positive impact of the product—in this case, organ donation. The campaign’s title and execution suggest a metaphorical device, with the imagery of people preserved in ice symbolizing lives on hold, and organ donation as the act that enables life to continue. Rather than relying on testimonials or literal storytelling, Ice men delivers its message through a powerful visual analogy that encapsulates the transformative benefit of donation.
Q: What is the campaign proposition for Ice men?
A: The campaign proposition for Ice men centers on the idea that organ donation allows a donor’s legacy to live on, enabling recipients to continue their lives. Beneficência Portuguesa positions itself as a socially conscious institution, addressing the Brazilian public’s need for greater awareness and participation in organ donation. By tapping into the universal desire to make a meaningful impact, the campaign seeks to shift perceptions and motivate action, reinforcing the value of altruism and the critical role individuals play in sustaining public health within the market category.
Q: How does Ice men rank in Clapboard's archive?
A: Ice men holds a Clapboard Campaign Score of 69/100, reflecting its creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. This score situates the campaign within the broader context of public service advertising, recognizing its distinct use of symbolic visuals and its engagement with a vital health issue in Brazil.
Q: Who are the competitors in Beneficência Portuguesa's category?
A: In the Brazilian healthcare sector, Beneficência Portuguesa competes with several leading institutions: Hospital Sírio-Libanês is recognized for its premium, patient-centered care and advanced technology; Albert Einstein Israelite Hospital is known for its innovative medical practices and academic excellence; Hospital Alemão Oswaldo Cruz emphasizes personalized, multidisciplinary care with a technological edge; Rede D’Or São Luiz stands out for its extensive network and integrated healthcare solutions; and Grupo Fleury specializes in precision diagnostics and cutting-edge healthcare technology, targeting both consumers and medical professionals.
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