The British Heart Foundation doesn’t just focus on heart diseases. If it’s a circulatory system problem, the Foundation is trying to solve it. Diseases like stroke, vascular dementia and diabetes are in its realm. MullenLowe London had a complex message to deliver – in a 60-second “nutshell”.
An ingenious solution was required. And the agency found it. The spot uses x-ray like animations to show everything in the circulatory system that needs to be working properly as people go through their everyday lives. The outside-the-square animations function as both information providers and attention grabbers. A single sentence voiceover was then all that was needed to tie the message together.
Mark Elwood, executive creative director at MullenLowe London, noted, “This has been an extremely difficult brief to crack, showing how your circulatory system, blood flow and heart-related illness are connected has been a real challenge. But with a great idea, client, director and production company anything is possible.”
https://youtu.be/25ASZbmw8uc
That director was Simon Ratigan and the production company was HLA.
The campaign is a distinct move beyond only focusing on heart diseases for the British Heart Foundation and was launched along with a new identity and ambitious plans for the future.
Carolan Davidge, director of marketing and engagement at the British Heart Foundation, commented, “We’re known for our life saving research into heart disease but for the first time we’re really dialing up the fact we research all heart and circulatory diseases and their risk factors. Stroke, vascular dementia, diabetes – they’re all connected by blood flow and that’s why our research goes well beyond heart disease. We’re tackling the world’s biggest killers by keeping hearts beating and blood flowing.”
The 60-second film is running on TV and in cinema, supported by print, digital OOH and social.
Credits
Agency: MullenLowe London
Chief Creative Officer: Jose Miguel Sokoloff
Executive Creative Director: Mark Elwood
Creatives: Jack Patrick & Tom Elliott-Mell
Designer: Augusta Lindquist
Group Account Director: Paul Wilde
Account Manager: Joe West
Managing Partner: Kirsteen Scoble
Chief Strategy Officer: Jo Arden
Strategy Director: James Dawkins
Strategist: Luke Stockil
TVC Production: MullenLowe
Senior Producer: Nicholas Kurs
Junior Producer: Phoebe Robertson
Production Company: HLA
Director: Simon Ratigan
DOP: Martin Hill
Producer: Tim Nunn
Production Manager: Rachel Donson
Editing: The Quarry
Editor: Bruce Townend
Post Production: Electric Theatre Collective
Producers: Josh Robinson & Alasdair Patrick
Shoot Supervisors: Tobin Brett & Simon Brown
2D VFX Lead: James Belch
CGI VFX Lead: Tobin Brett & Martin Aufinger
2D Artists: Christian Block, Taran Spear & Tom Humphrey
CG Artists: Dean Robinson & Kaan Kucuk
Colourist: Lewis Crossfield
Sound: Factory
Sound Designer: Phil Bolland & Neil Johnson
Music: HusbandSound
Composer: James Kelly
Print Production: MullenLowe
Producer: Josh Burley
Designer: Augusta Lindquist
Print Production Company: Another Productions
Producers: Ivana Dzaferovic & Kiti Swannell
Photographer: Alex Telfer
Social Production: MullenLowe
Copywriter: Greg Stekelman
Art Director: Tom Elliott-Mell
Producer: Josh Burley
Post Production: Yeti
Producer: Caner Ozcan
Editor: Jim Birchenough
Digital Production: MullenLowe
Producer: Josh Burley
Motion Designer: Marco Marsili
Client: British Heart Foundation
Director of Marketing & Engagement: Carolan Davidge
