British Heart Foundation/ BHF: Unexpected News, 5

Credits & Description:

Brand: British Heart Foundation
Agency: Mullen Lowe London
Creatives:
ECD: Dave Henderson, Richard Denney
CD: Richard Denney
Andrew Long, James Millers,
Elizabeth Bolzon, Rob Hare, Ryan Self
Elizabeth Bolzon
Account Team: Kirsteen Scoble, Paul Wilde, Tom Lindo
Planner: James Dawkins
Synopsis:
This latest campaign from BHF aims to disrupt routine the same way heart disease does. To do this we took over The Sun with a series of tactical press ads written live, in response to editorial coverage as it came in on the same night, in what was a media first partnership for the newspaper. Working from the news desk, long copy ads were produced in real time, reacting to the editorial around it with headlines written to invite readers in, before delivering a message about how heart disease can kill when you least expect it.