McCann London, London Follow Update

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Heart Research UK - "Broken Heart" - McCann London

  • Broken Heart
  • Heart Research UK
  • Heart Research UK
  • McCann London
  • United Kingdom
  • InstaHeart Auction
Product CategoryPublic Safety, Health & Hygiene
Date of First Broadcast/Publication2014
Media TypeCase Study
Length57 Seconds
Animation unit9
Creative Director Thomas Ilum
Art Director August Segerholm
Chief Creative Officer Lolly Thomson
Chief Creative Officer Rob Doubal
Copywriter Steph Hamill
Copywriter Alastair McVeigh
Producer Steph Hamill
Producer Elliot Tag
Planner Philippa Dunjay
Animator Alex Burt


We launched the world's first ever Instagram auction to help Heart Research UK heal broken hearts this Valentine's Day. Using Valentine's Day to kick off the Heart Research UK campaign, we created an Instagram led social experiment platform. Once heartbroken, but now mended people can post all those trinkets and gifts given by former lovers, sat languishing at the back of a drawer, shoebox or wardrobe, into cash donations for Heart Research UK. #InstaHeartAuction enables people to easily help heal broken hearts by doing what they do best: sharing a photo on Instagram and using the hashtag #InstaHeartAuction. Taking part couldn't be simpler: take an Instagram photo of the unwanted item using the hashtag #InstaHeartAuction, and the item will be added to the online auction. By listing items the owner will help Heart Research UK by donating the proceeds of their auction to the charity, helping to fund research into the prevention, treatment and cure of heart disease which, is still the UK's biggest killer. Following the success of the #InstaHeartAuction launched on Valentine's day, Heart Research UK has decided to continue the online instagram marketplace. so broken hearts will continue healing another.