increase in awareness of symptoms
increase in calls to St John Ambulance relating to heart ailments
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all.
This campaign by Barnes, Catmur & Friends in New Zealand drew attention to the subtle warning signs and actually saved a life.
According to the Organisation for Economic Cooperation and Development (OECD), New Zealand loses 138 lives to heart disease per 100,000, which is 18 per cent higher than the OECD average.
The problem is, there are misconceptions around what a heart attack really looks like, and therefore many heart attacks simply go undiagnosed.
Dentsu Aegis agency Barnes, Catmur & Friends worked with the Heart Foundation, on a mission to help raise more money and save more lives than ever before.
They did it through a television advert called ‘The Heart Attack Act’ that asked viewers to judge ‘Who gives the most realistic performance of a heart attack?’ and then showed series of ordinary people acting out what they thought a heart attack looked like.
Viewers had to choose which one they thought was most realistic. But it was a trick question. The twist was it was that the person on screen who was actually showing symptoms of a heart attack was a guy on a bench sitting just left of frame. The campaign played on these misconceptions.
Not only did St John Ambulance report a 28% increase in calls relating to heart ailments, awareness of symptoms increased by 54%, and what’s more, actual lives were saved!
New Zealand truck driver, Eddie Davies was just one of the many lucky people saved by the advert’s clever messaging. Before Davies had watched the ad, he’d been dismissing chest pain for heartburn. It transpired that the 63 year old had been having many small heart attacks all week before a major heart attack finally occurred.
As well as saving many lives, the agency won the Gold Best Strategic Thinking, Gold Charity Not for Profit, Gold Limited Budget, and Gold Highly Commended in the Effies. But more than award-winning, it was a truly life changing campaign for many residents of New Zealand.
"I could've been dead. That ad saved my life."Eddie Davies, New Zealand truck driver
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Innovating how fans experience music videos through a blend of creativity and next-generation technology.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Serving Up Ecommerce
The strength of the Smirnoff and Spotify collaboration has helped society to go one step closer towards achieving gender parity in music.
Fetch: Mozilla Firefox
Putting Firefox into the forefront of mobile web browsers by showing users that their favorite desktop browser was just as fast and secure as on their phone.
Innovation in customer-centric, real time search to provide value to stranded travelers and drive revenue.