On the day of love, we made people’s hearts even more important.
It’s funny how the symptoms of a heart attack are exactly the same as how falling in love is described in the classics. So, we created a one day long campaign which caught all of those who were thinking about love to think about their real hearts. In a single day, we reached over one million people with minimal budget.
We created a set of what looked like regular Valentine’s Day cards.
The cards were distributed onto shelves in various stores selling cards. On the cards, people found a endearing message about what true love feels like. But upon opening, it was revealed that they were actually the same symptoms of a heart attack.
Awards won
Loerie Awards (Creative)
Ambient - Bronze
The team
Agency: DUKE
Executive creative director: Mike Beukes
Creative directors: Gareth Cohen | Pieter Janse van Rensberg
Art directors / designers: Pieter Janse van Rensberg | Gareth Cohen | Saleem Naidoo | Brinke Stemmett
Copywriters: Mike Beukes | Connor Newkirk
Client service: Aileen Sauerman
Client: Pamela Naidoo
Agency producer: Collette Cruywagen
Year: 2019