This powerful piece of experiential was aimed at men who love scuba diving and regularly check their expensive dive gear, but didn't think about checking the most important part of any safe dive - their heart.
Cardiovascular events cause 20 to 30 percent of all deaths that occur while scuba diving and the creative team wanted to shock people into action. We experimented with lots of different hearts to see what worked best, but in the end chose a movie effects company to model a replica human heart.
The final part was to create believable packaging that referenced the graphics of premium sports equipment. Then, with the approval of the stores, we placed the packaged hearts in with other dive gear and waited. The effect was startling, and we hope saved lives.
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Leo Burnett
- Advertising