Every year thousands of people have their routine disrupted by heart disease, yet most people don’t think it could happen to them. We created a campaign that disrupts people’s routine the same way heart disease does, with a huge media takeover featuring hundreds of tactical messages in unexpected locations, that spoke to the viewer in an intimate one to one conversation.
Disrupting routine the same way heart disease does.
CASE STUDY
Each message worked within the context of the media where it was placed, making direct reference to the reader mindset to draw them in with a conversational tone, before landing our unexpected message. We placed hundreds of different messages in traditional OOH, as well unexpected media such as coffee cups, cinema tickets, taxi seats, targeted banners and more.
‘Stops you in your tracks’
– Little Black Book
‘Packs an emotional punch’
– Campaign
On the symbolic event of Valentine’s Day, we even created a range of greeting cards that delivered our unexpected message while unsuspecting members of the public were shopping for heart felt messages to loved one. This was supported by a number of context specific tactical ads that appeared in every major newspaper next to other Valentine’s Day messages.
This all culminated when we took over the biggest national newspaper The Sun for one day. Working live from their news desk throughout the night, we created messages that directly referenced the editorial content around it, chopping and changing as news stories changed and evolved. We even changed some of the messages for the late second edition.
‘A completely unexpected takeover’
– Ad Age
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Results to date:
Cannes Lions ‘Shortlist’ / One Show ‘Shortlist’ / 3x Creative Circle ‘Silver’ / Omnimedia Awards ‘Gold’ / The Drum ‘Pick of the month’ / Campaign ‘Top 10 Press Ads’ 2017 / Campaign ‘Ad of the day’ / Newsworks ‘Ad of the day’