Our spot for Organ Donation for Government Of Ireland and our friends in Javelin Dublin is a delicate rendering of a challenging communication.
The spot announces the new policy for organ donation where opt-in is assumed rather than sought. We wanted to feature iconic imagery of heart, lungs and kidneys to make a very direct connection to the message. We needed to keep things bright and optimistic without being too cute or flippant. And in the other direction, it’s safe to say that announcing this news with bloody innards splashed across the media was not the way to go either.
So we crafted textile sculptures of the key organs in 3D with richly textured cloth ribbons and strong colours to give the message a little lift. The ribbons float and swirl, spiralling into the shapes of the organs and forming the sculptural objects.
The final spot is light and breezy with rich colour and elegant movement. The carefully textured textile sculptures deliver the message with warmth and humanity.

Creative Director: Gavin Kelly

Producer: Emily Brady
Design: Gavin Kelly
3D Lead: Eric Dolan
3D: Flauberth De Carvalho

Agency: Javelin Dublin
Copywriter, Creative Director: Des kavanagh
Senior Art Director: Christopher Gore
Agency Producer: Sarah Saunders
Director: Ken Ivory