|Campagne||Heart disease is heartless|
|Annonceur||British Heart Foundation|
|Marque||British Heart Foundation|
|Date de première diffusion/publication|
|Secteur d'activité||Associations d'information et de lutte contre la maladie|
|Synopsis|| Today, the British Heart Foundation (BHF) announces the launch of its new integrated brand campaign that centres around the sudden and unexpected devastation of heart disease on families: ‘Heart disease is heartless’.|
Heart disease can affect anyone at anytime, tearing families apart in an instant. The fact it strikes without warning is what makes it cruel – leaving loved ones with no time to prepare for it, no time to say and do the things they really wish they had. But there’s a way of fighting back. For over 50 years the BHF has pioneered life saving research to fight heart disease, believing that no one should have to suffer this devastation. The multi channel campaign, created by agency DLKW Lowe, brings together a new film for TV and cinema, ‘Classroom’, on air tonight, together with mobile, digital OOH and online native film content.
Carolan Davidge, Director of Marketing and Engagement said: “This campaign marks the start of a long term strategy for BHF which aims to shift the way people think about heart disease. We want this campaign to give people an emotional punch, showing them that heart disease can rip people away from friends and family without warning.
“By making people contemplate the unexpected devastation that heart disease causes, we hope to inspire people to donate funds to continue BHF’s lifesaving research.”
At the centre of the integrated campaign is the 40” TVC ‘Classroom’, a poignant, emotional film directed by Tom Tagholm of Park Pictures (Channel 4 ‘Meet the Superhumans’, Marie Curie ‘Symmetry’). The film is supported by a 30” version.
In ‘Classroom’ we see a boy, Ben, sitting at his desk during a routine lesson. His Dad surprises him by being there, standing in front of his desk but the lesson continues and the class don’t notice. Confused by his presence, father and son have an emotional, whispered exchange before the Dad says his final goodbye. The lesson is interrupted as the headmaster knocks and asks for Ben. Through the window we see him in the headmaster’s office being comforted by his Mum as the end line reads, ‘Heart disease is heartless. It strikes without warning.’
|Type de média||Télévision|
|Responsable de la création||Dave Henderson|
|Directeur de la création||Richard Denney|
|Directeur de création||Mike Boles|
|Directeur de création||Jerry Hollens|
|Responsable de la stratégie||Charlie Snow|
|Directeur de clientèle||Charlie Hurrell|
|Directeur de clientèle||Paul Wilde|
|Responsable de budget agence||Rose Reynolds|
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