DONOR RINGS

TitleDONOR RINGS
ClientTHE NATIONAL UNIVERSITY CENTRE FOR ORGAN TRANSPLANTATION
Product / ServiceORGAN DONATION ADVOCACY
CategoryB06. Promotional Items
EntrantLOWE SINGAPORE, SINGAPORE
Entrant Company LOWE SINGAPORE, SINGAPORE
Advertising Agency LOWE SINGAPORE, SINGAPORE

Brief Explanation

NUCOT wanted to commemorate the successful transplants that the living donors have been through and engage them to be official advocates for organ donation within the community. All donor couples share a scar from the operation. So we commissioned a jeweler to create commemorative rings based on the shapes of the scars. NUCOT could then present the Donor Rings to the couples as a gift that they could wear as a reminder of the operation and a symbol of their love and commitment.

The Brief

The National University Centre for Organ Transplantation (NUCOT) has performed hundreds of successful liver and kidney transplants between living donors. They are involved with numerous community initiatives to encourage organ donation advocacy.

How the final design was conceived

We took high-resolution photos of the couples’ scars, scanned them and then traced their shape. We then commissioned a master jeweler to craft sterling steel rings based on the exact shape of the scars. The recipient could give a ring based on their scar to the donor. And the donor could give a ring based on their scar to the recipient. So they could symbolically wear each other’s scars as a representation of their love and in remembrance of the life saving operation.

Indication of how successful the outcome was in the market

“Donor Rings” is a simple but profound gesture to celebrate donor couples, commemorate their life saving operation and inspire them to become even bigger advocates of organ donation. Artistically, they remind the wearers that there is great beauty behind the scars that they carry.

Credits

Name Company Position
Clarice Lim THE NATIONAL UNIVERSITY CENTRE FOR ORGAN TRANSPLANTATION Assistant Director
Sharon Ng THE NATIONAL UNIVERSITY CENTRE FOR ORGAN TRANSPLANTATION Manager Ops and Admin
Erick Rosa Lowe Singapore Executive Creative Director
Andrew Ho Lowe Singapore Senior Art Director
Martin Coppola Lowe Singapore Senior Art Director
Guy Lewis Lowe Singapore Senior Copywriter
Vanessa Hurst Lowe Vietnam Producer
Andy Lam Lowe Vietnam Film Producer
Purplelab singapore Purplelab singapore Illustrator