Barnes Catmur & Friends have reinvented heart disease as a shadowy serial killer for the TVC currently screening (and also running on radio, billboards, buses, street posters and digital).
“Rather than producing a heart strings charity donation campaign, we decided to re-frame the problem and portray New Zealand’s biggest killer in a completely new light,” says agency producer Kate Antjoule.
“The Heart Foundation work tirelessly in New Zealand to fight against our biggest killer. So this year BC&F worked closely with them to address the ever-difficult task of encouraging public donations.
“With just a one week campaign we’re hoping the creative execution will get some real impact.”
The campaign spans TV, radio, billboards, bus backs, street posters, digital.
“Media placement will be central to the effectiveness of the campaign as the TV and radio spots have been handpicked primarily to coincide with all news programming to match the creative concept,” Antjoule said.
“A massive thanks to Sam Attenborough and Paolo Rotondo at Flying Fish for all their efforts to make this happen and to Colin Moy and Lisa Manning for bringing to life our villain so vividly.
CREDITS
Client: The Heart Foundation
Agency: Barnes, Catmur & Friends
Production: Flying Fish
Director: Paolo Rotondo
ECDs: Daniel Barnes, Paul Catmur
Creatives: Rob Longuet-Higgens, Rob Cook
Producer: Sam Attenborough
DOP: Mark Lapwood
Agency Producer: Kate Antjoule
Studio: Simon Kear
General Manager: Luke Farmer
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