In this Red September, a month dedicated to raising awareness and preventing cardiovascular diseases, Hcor is making headlines with a campaign that highlights its authority as a cardiology reference in Brazil, especially in the care of highly complex patients. The campaign also highlights the multidisciplinary quality and strategic location of the hospital, in the central region of São Paulo, with the slogan “Hcor in the heart of the city.”
Created by Repense Comunicação, the campaign was developed based on the concept “Hcor and the city” and includes a film for closed TV and pieces for digital media, as well as a web series with four episodes.
The digital content associates the heart with different parts of the human body, which in turn are related to famous places in São Paulo, reinforcing the importance of taking care of one’s health in a comprehensive way. With titles such as “The heart’s rhythm follows the breath of the lungs” and “Feed your heart with healthy choices”, the pieces are related to Ibirapuera Park and the Municipal Market, combined with the need to practice physical activities and maintain a good diet to take care of the heart. The brain and bones are analogous to libraries, universities and the city’s historic center.
“Hcor was born as a cardiology hospital and, for 48 years, has been dedicated to caring for people’s hearts. With the campaign, in addition to reinforcing the institution’s authority in this area and its multidisciplinary work, we are expanding care throughout the city, helping to prevent various diseases or prevent them from developing and becoming highly complex,” says Marcos Riva, executive manager of Communication, Marketing and Patient Experience at Hcor.
The film features original music and summarizes the campaign concept with scenes of the city, doctors and Hcor facilities. The song is performed by hospital employees, discovered in a Talent Show promoted by the institution, as one of the actions that reinforce the “Pride of Belonging” to the Hcor team.
The web series episodes also feature doctors from the hospital and were recorded in locations around the city that serve as a metaphor for the body parts highlighted in the campaign.
For Daniel Chagas, Head of Creation at Repense, the campaign draws attention because it explores the dual meaning of being in the heart of the city. “From a geographical point of view, Hcor is a central point of reference, with easy access and always present in the daily lives of São Paulo residents. From an emotional point of view, it is part of the history of thousands of patients and their families, representing a feeling of hope and a reality of care, dedication and problem-solving,” says Chagas.
Red September is an initiative of the Brazilian Society of Cardiology, created based on World Heart Day, on September 29. The date was defined in 2000 by the World Heart Federation, with support from the United Nations (UN).
Technical Sheet
Title: Where the heart lives (Red September Campaign)
Advertiser: Hcor
Hcor Team
Executive Manager of Marketing, Ombudsman and Patient Experience: Marcos Riva
Corporate Communications Manager: Flavia Loved
Art Direction: Fernanda Calaça and Tatiane Nobre
Marketing Team: Diego Freire, Fernando Oliveira, Larissa Sevilhano, Leonardo Ban Vilan, Renata Sofia Bernhard and Yasmhin Brito
Agency: Rethink
CEO: Octavio Dias
Creative Direction: Aline Leucz
Head of Creation: Daniel Chagas
Essay: Beto Fajardo
Art Direction: Eduardo Humpback and Thiago Barbosa
Revision: Angela Fausto
Customer Service Director: Bianca Tenenberg
Head of Customer Service: Tamura Taisa
Planning Director: Andrea Cabral
Planning: Tamiris Berlink
Media Director: Denis D’Anela
Media: Paula Dias, Bianca Malfatti and Lucas Castro
Social Media: Gus Rodrigues, Renato Damiao and Sabrina Trizote
RTV: Daniele Gomes and Sueli Feltre
Motion: Juan Mariano and Fabio Ovelheiro
Video Production Company: Free
Direction and editing: Leo Freed
Production and drone: Ulisses Andreguetto
Makeup: Samira Solomon
Audio producer: Blend Audio
Musical Direction:Flavio Marchesin
Audio Direction: Renan Corso
Executive Production: Edu Bernardo
Mixing and finishing: Renan Corso and Flavio Marchesin
