Bio-Triggered Ad Campaign Is Activated By The Viewer’s Heartbeat

Bio-Triggered Ad Campaign Is Activated By The Viewer’s Heartbeat
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After debuting at the Tribeca Film Festival, the movie Corazon created a billboard that seeks to engage viewers while raising awareness for organ donation

Jiwon Kim
  • 21 may 2018

A new film is using its audience’s bodies to encourage people to become organ donors. All visitors to NYC’s Times Square have to do is hold a smartphone to their heart, and the phone then registers the heartbeat and opens up the website for the movie Corazón, which is based on a true story and recently played at the Tribeca Film Festival. The film is about a young Dominican woman, Elena, who uses her body to provide for her family, but also happens to be dying because of a heart condition. The story follows how with only months to live, Elena gets an opportunity to save her life by receiving a new heart.

The movie also aims to be a call to action. Currently, 115,000 patients in the U.S. are waiting for a life-saving organ donation but fewer than half will end up receiving one. As a result, 22 people die each day.

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David Fleming, Donate Life America President & CEO explains, “Corazón brings to light the experience that sadly thousands of families face… the journey to a new heart as well as other organs. Elena like all mechanical heart recipients still needs a heart donation. We hope this film will inspire viewers to become organ donors and #GiveYourHeart.”

Additionally, when a phone connects to a heartbeat, it will also result in the actress of the movie, Ana de Armas, coming to life on the billboard and other movie posters around New York City, marking a creative form of advertisement that personally engages viewers while also associating the film with an important cause. The campaign was created with JohnXHannes NY and Active Theory.

Corazón

A new film is using its audience’s bodies to encourage people to become organ donors. All visitors to NYC’s Times Square have to do is hold a smartphone to their heart, and the phone then registers the heartbeat and opens up the website for the movie Corazón, which is based on a true story and recently played at the Tribeca Film Festival. The film is about a young Dominican woman, Elena, who uses her body to provide for her family, but also happens to be dying because of a heart condition. The story follows how with only months to live, Elena gets an opportunity to save her life by receiving a new heart.

+advertising
+Entertainment
+film
+Health
+mobile
+technology
+Tribeca Film Festival
+USA

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