BIG PICTURE
It’s the inherent challenge in marketing a health screening: how do you convince people who feel perfectly healthy to schedule one? We’ve found an effective approach is to disarm them with humor. In this campaign for Edward Heart Hospital, we used unexpected twists on familiar phrases to draw in the audience and get them thinking about their heart. It worked wonders.
THE CONCEPT
The heart is a beloved noun in the world of axioms. To make the point about the importance of keeping your heart healthy, we replaced ‘heart’ with other, um, organs. It proved to be an engaging approach with the audience. Summed up by a woman who participated in the concept testing: “I like that it’s funny. Not everything in health is about life or death.”
TV ON A BUDGET
Although not included the initial tactical mix, we encouraged our client to reconsider a local TV buy to bring the message onto the air. We got the green light, but needed to make it happen on a tight budget. Created entirely in post production, we used type animations and needle-drop (i.e., super cheap) music to bring the spot to life.
CUTTING ROOM FLOOR
Envisioned as a cross between a guardian angel and Cupid, “Heart Guy” lived a short life and died sometime after the client presentation. So did the poor “Talk-Bubble People,” who possessed an oddly intense interest in their heart health.
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