Car Parts for Life

Agency: De La Cruz / Ogilvy
Client: Fundación Stefano, Plaza Las Américas & Plaza del Caribe malls

"Car Parts for Life" connects the concept of car replacement parts with organ donation to honor the memory of Stefano Steenbakkers, a young man killed in a carjacking who saved eight lives as an organ donor. The campaign features cars with visible replacement parts, symbolizing how donated organs give new life to recipients. These cars are displayed in high-traffic areas and at major auto shows across Puerto Rico. When passersby scan the replacement parts, they can access heartfelt, handwritten messages from organ recipients, expressing their gratitude for the second chance at life. Additionally, proximity sensors on the cars send organ donation awareness messages to nearby smartphones, further amplifying the campaign’s reach. By placing this campaign in spaces where people naturally engage with cars, it creates a unique and emotional connection between the public and the life-saving impact of organ donation.