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 Aegis Network’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
Dentsu Bulgaria: Pride
We supported Pride month in Bulgaria in summer 2022 together with our friends to be a good ally for LGBTQ+ community.
Carat Romania: Mastercard Roadside Market
Mastercard launched Roadside Market in 2021, a campaign that promotes equal access to market for small vendors across Romania. Mastercard turned roadside sellers into small businesses by connect...
Apipet Lead Generation records
An underdog of the pet care industry, start-up Apipet was able to grow beyond objectives with smart strategy and sharp tactics in performance marketing. Ambitious goal was set at growing the rev...
Growth machine for Würth
Since 2018, we had been growing The Würth Group, world market leader in assembly and fastening materials, webshop to be a sales machine with focusing on the lower funnel and optimizing conversio...
The Code / dentsu Bulgaria
Our dentsu Team in Bulgaria executed The Code program as part of our social impact program. The initiative won “Greenest Educational campaign of the year” in Bulgaria at the B2B Media Awards 202...
Bonduelle influencer marketing
We worked with the 92 years old champion Elena Pagu to talk about healthy food & lifestyle. Campaign was for Bonduelle, crafted by Isobar Romania.
Dentsu Creative Bulgaria: Starobrno digital gallery
The beer brand Starobrno created a unique digital exhibition dedicated to urban creativity, portraying the brand’s new visual identity among works of famous local artists to bring much needed in...
Dentsu Creative Romania: H.ELL Cyber Cursed
We created a unique creative solution for a client with specific audience to cut through in cluttered media space.
dentsu x: No Name
No name is a line of grocery and household items sold by Loblaw Companies Limited, a Canadian company with stores available across the country. The brand provides an assortment of products high ...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
We built a fully realised, custom campaign management tool, Magpie, that uses bespoke AI, artificial intelligence, to analyse trending topics in real-time, and curate personalised trend recommen...
Wurth eCommerce strategy
B2B auto part provider Würth wanted to grow their webshop in Croatia. To be efficient, we crafted a strategy that kept B2C buyers out of the shop and grew sales in B2B target group.
Tourism campaign for Tele2 Croatia
iProspect Croatia designed a new strategy to sell more tourism packages. Surf & Call campaign broke the sales record of Croatian Tele2.
Dentsu Croatia: Wolt
Our strategy for the launch of Wolt in Croatia was chose as the best strategy in the annual Mixx awards.
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.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.