British Heart Foundation (BHF) DM When You Least Expect It - Card by MullenLowe London

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When You Least Expect It - Card

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency MullenLowe London
Released February 2017

Awards

Creative Circle 2017
Charity + Public Service Best Charity/public Service Poster (campaign) Bronze
Outdoor Best Tactical Outdoor (campaign) Bronze

Credits & Description

Brand: British Heart Foundation
Agency: Mullen Lowe
Synopsis:
This latest campaign from BHF aims to disrupt routine the same way heart disease does. To do this we used high dwell time outdoor spaces including cross tracks and 6 sheets, as well as unexpected media like coffee cups and cinema tickets, to deliver contextual messages that felt like a 1 to 1 conversation. The art direction was designed to stand out from the day-to-day advertising you normally see and headlines were written with a conversational tone that lead readers through to the copy, before delivering a message about how heart disease can kill when you least expect it.