Kingsday’s new campaign focuses on the finding first signals of heart disease in blood
The Heart Foundation Holland (Hartstichting) has worked closely with creative agency Kingsday to launch a new strategic route for their marketing and communication. The focus has switched from communicating the effects of heart and cardiovascular disease and the impact on victims and their families - to underlining tangible solutions for decreasing heart disease. Kingsday’s new campaign, which launches today, focuses on the solution, rather than the problem: on the finding the first signals of heart disease in blood.
Sometimes the solution to something big, lies in something small
In the new campaign, the Heart Foundation shows that something very small can make a very big difference. This is shown by zooming in on a key element of the solution. In this first iteration of the new campaign - it’s a drop of blood. The TV commercial shows how beautiful and mysterious a drop of blood can be – and then unravels the valuable secret it hides: the risk of suffering a heart attack. The film also shows a driven lab technician working hard to find the signals of cardiovascular disease in blood, which compels the viewer to contribute to the research.
Caroline Wink, brand and marketing strategist, Heart Foundation Holland:
“I’m proud that we’ve chosen a strategic route that focuses on the solution as opposed to the problem. Where we look to the future in a very positive way. The heart is the motor of life – and we as an organisation do a lot to make - and keep - people’s hearts strong. We hope that this will motivate people to contribute towards solutions to decrease heart and cardiovascular disease.”
Sicco Beerda, creative director, Kingsday:
“This first film from the new campaign is visual poetry. We’ve succeeded in telling a complex story in a very simple way. And turning a rational solution into something quite emotional. My compliments go out to the director Eché Janga of CZAR jr. and the 3D magicians of The Ambasadors.”
Client: Heart Foundation Holland (Hartstichting)
Production Company: CZAR jr.
Director: Eché Janga
Post Production: The Ambassadors