Santa Casa de São Paulo

The Rewearable Dress

Agency: Y&R


Seasons change, but the need for blood donors at blood centers around the country hasn’t. With the arrival of Autumn, Santa Casa de Misericórdia de São Paulo saw a drop of 35% in the number of voluntary donations. To bring awareness to the population and change this situation, the campaign relied on the participation of seven celebrities, influencers of both the offline world and the internet – and used a single dress to raise the alert: a single donation can save approximately seven lives.

This professional campaign titled 'The Rewearable Dress' was published in Brazil in May, 2017. It was created for the brand: Santa Casa de São Paulo, by ad agency: Y&R. This Integrated medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted almost 7 years ago.


Advertising Agency: Y&R, Brazil
Creative Vice President: Rafael Pitanguy
Creative Directors: Victor Sant’Anna, Felipe Pavani, Rafael Pitanguy
Head of Art: Felipe Pavani
Creatives: Marina Erthal, Mariana Villela, Fabio Tedeschi
Producer: Thais Gordon, Natália Vasconcelos
Client Services: Vivianne Brafmann, Heloísa Guimarães
RTVC: Nicole Godoy, Camila Naito, Anderson Rocha, Caroline Reis
Art Buyer: Monica Beretta, Stephanie Wang
Illustrator: Rodolfo Martins


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