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.
This work was undertaken as part of dentsu's partnership with the United Nations and our commitment to the Common Ground initiative.
"I could've been dead. That ad saved my life."Eddie Davies, New Zealand truck driver
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
Creative | ASB "Borrow the All Blacks"
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
CXM | Investment Services Group (ISG)
With each of ISG’s brands bringing their own systems and processes, group-wide visibility of information did not exist. Davanti built a platform enabling total client centricity, business-wide i...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Media | Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Media | Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.