For this year's edition of Heart Week, Barnes, Catmur & Friends has given heart disease the shadowy face of serial killer being interviewed by a faux reporter.
"Rather than producing a heart strings charity donation campaign, Barnes, Catmur & Friends decided to re-frame the problem and portray New Zealand’s biggest killer in a completely new light," says Kate Antjoule, an account executive at the agency.
To do this, Barne, Catmur & Friends borrowed directly from the Crime and Investigation Network to personify heart disease as a cold-blooded murderer interested only in taking Kiwis' lives.
In addition to the TVC shot by Flying Fish, the campaign has also been rolled out with radio, billboards, bus backs, street posters and digital executions.
Antjoule says that heart disease is New Zealand's biggest killer, taking a life every 90 minutes. And this makes the donation push during Heart Week particularly important.
"With just a one week campaign we're hoping the creative execution will get some real impact," she says. "Media placement will be central to the effectiveness of the campaign as the TV and radio spots have been hand-picked primarily to coincide with all news programming to match the creative concept."
For last year's edition of Heart Week, the Foundation and Barnes, Catmur & Friends also used the statistic that heart disease kills every 90 minutes in a poignant cartoon spot.
Production Company: Flying Fish
Producer: Sam Attenborough
Director: Paolo Rotondo
Agency: Barnes, Catmur & Friends
ECD: Daniel Barnes
ECD: Paul Catmur
Creative: Rob Longuet Higgins
Creative: Rob Cook
Account Executive: Kate Antjoule
General Manager: Luke Farmer
Studio: Simon Kear
Associate Media Director: Camille Turton
Media Director: Monica Wales