They buried $250,000

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Today, we’re diving into a powerful campaign that used a surprising analogy to highlight an issue often overlooked—organ donation. The Bentley Burial campaign by ABTO (Brazilian Association of Organ Transplant) showed us that sometimes the best way to convey a serious message is by turning heads with something unexpected, then connecting it back to what truly matters.

Campaign: Bentley Burial
Client: ABTO (Brazilian Association of Organ Transplant)

The Big Idea:

To raise awareness about organ donation, Brazilian billionaire Geraldo Luis Scarpa announced that he would “bury” his luxurious Bentley—a car worth over a million reais. The dramatic event drew in a massive audience and widespread media coverage, with helicopters circling and crowds watching in disbelief. As the car was about to be lowered into the ground, Scarpa suddenly halted the burial and revealed the true purpose behind the spectacle.

Scarpa explained that just as people were outraged by the waste of a luxury car, they should feel even more shocked about the unnecessary burial of human organs—valuable resources that could save lives. By using the Bentley as an analogy, Scarpa reframed the importance of organ donation, highlighting how the true waste lies in not donating something so precious.

Why This Works:

Powerful Analogy:
The campaign used a relatable analogy—the shock of burying a luxury car—to help people understand the tragedy of letting valuable organs go to waste. It connected an unfamiliar concept to something instantly understandable, making the message impactful.

Emotional Engagement:
The spectacle of the Bentley burial sparked curiosity, outrage, and fascination, drawing people in emotionally. The reveal then took that emotion and redirected it towards the real issue, creating a lasting impression about the value of organ donation.

Breaking Expectations:
The unexpected twist—from burying a car to the heartfelt message about organ donation—created a powerful “Aha!” moment. The campaign captured attention by defying expectations and ended with a clear, thought-provoking call to action.

Why the Execution Matters:

Imagine if the campaign had simply been a PSA about organ donation—it might have been informative, but not nearly as impactful. By using the Bentley as an attention-grabbing metaphor, Scarpa made the audience see organ donation in a completely new light. The analogy was dramatic, memorable, and perfectly timed during National Organ Donation Week, making the message stick.

Execution Tips for Brands:

1. Use Analogies to Simplify Complexity: If your message is complex or sensitive, find an analogy that makes it more approachable and easier to understand.

2. Create a Spectacle: Draw people in with something visually dramatic or unexpected, then reveal the deeper meaning behind it. The surprise helps make the message stick.

3. Tap into Emotional Reactions: Use curiosity, shock, or fascination to pull people in, then pivot that emotional engagement towards the issue at hand.

Sometimes, a symbol speaks louder than words. The Bentley Burial campaign showed us that the best way to make people care is to first make them feel. By using a dramatic analogy, Scarpa turned organ donation into something everyone could understand, making the message resonate far beyond the event itself. And that’s the power of a good analogy—it turns understanding into empathy, and empathy into action.

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Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.