This TV spot shows that sometimes we give our heart to someone that doesn't deserve it. But it's possible to give it to someone who does: people in need of an organ transplant to live.

We made a realistic model of a heart and placed it in jewellery-shop windows in the most important malls of São Paulo. The heart stood side by side with expensive jewels, an opportunityto reach people and make them reflect about things that really matter.

Many people who saw the action shared it on social networks such as Facebook and Twitter, making the message go beyond the jewellery shop itself. The action also created some interesting discussions in blogs and websites about how people often forget the importance of subjects such as organ donation and give over-importance to buying expensive things.