Brief Challenge:

 

Research has shown that in the past decade, exercise has been increasingly becoming more trendy to the UAE Citizens, up to ages of 35 year old. However, there has still been a rise in cardiovascular disease in the region due to unhealthy food consumption, bad habits such as smoking, and lack of exercise commitment especially for the older generation. Pfizer decided to jump on the train to bring awareness to the cardiovascular health risks through a playful campaign. 

​

Solution:

​

To create an attractive concept that has an edge to it, the idea of keep on beating was brought to life. The campaign revolved around a heart mascot that was used as a "Bump and Run" idea, where the mascot would approach people practicing unhealthy habits (eating junk food, smoking, showing clear obesity, etc) and bump them unexpectedly, giving them a wake up call. The message communicated was to portray the "unexpected" circumstance of a stroke and how it surprises you at any given time, targeting both UAE nationals and expats.