British Heart Foundation (BHF) Outdoor When You Least Expect It - Train Station by MullenLowe London

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When You Least Expect It - Train Station

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency MullenLowe London
Released February 2017


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

Credits & Description

Brand: British Heart Foundation
Entrant: Mullen Lowe
Agency: Mullen Lowe
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.