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This quietly terrifying multi-channel campaign from the British Heart Foundation strives to keep its audience off balance in more ways than one.
Surprise is the key theme of the campaign, breaking today via DLKW Lowe in London. Each facet mimics the swiftness and unexpectedness of the malady itself.
"Compared to other terminal illnesses, like cancer, heart disease can be especially cruel," Dave Henderson, chief creative officer at DLKW Lowe, tells AdFreak. "Its suddenness means families often never get the chance to even say goodbye, which has a huge emotional impact on those left behind."
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