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Award: Graphite Pencil

Graphite Pencil / Media / Use of Events / 2016

To show Brazilians the importance of being a donor, we used the national passion: football. Partnering with Vitória, one of the biggest teams in Brazil, we created a new jersey with a detachable velcro badge. The action was launched during a game of one of the country’s major national championships. A new way of making substitutions. For the first time, first team players left the field literally donating the badge on their jersey to the second team player, who entered the pitch wearing a badge-less uniform.

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