BHF's heart-stopping new spot

British Heart Foundation – The Greatest Treasure

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Agency Saatchi & Saatchi/London
Production Company Somesuch
Director Vincent Haycock

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Credits

powered by

Agency Saatchi & Saatchi/London
Production Company Somesuch
Director Vincent Haycock
Post Production Machine Molle
Chief Creative Officer Franki Goodwin
Art Director Mia Silverman
Head of Production Sam Robinson
Executive Producer Tash Tan

Producer Elly Camisa
Editing Amanda James
Editor Amanda James
Sound Design Mark Hills
Sound Designer Mark Hills
Executive Creative Director Paddy Fraser
Producer Stephanie Evans

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The heart is a pretty good indicator of a moment's importance: the heart race of a first kiss; the heart swell of a baby's first kick; the heartbreak of loss.

Taking these cardiac-centric ideas and wrapping them up in a powerful narrative, the British Heart Foundation (BHF) hopes to express upon us the wonder, preciousness and vulnerability of our own hearts in The Greatest Treasure; the latest iteration of its This is Science brand platform.

The spot, created through Saatchi & Saatchi and directed by Somesuch's Vincent Haycock, begins with its hero, Libi, waking up inside a vividly rendered version of her own heart, remembering key aspects of her life whilst her own ticker isn't working as it should.

“For this year's brand campaign," explains Franki Goodwin, CCO, Saatchi & Saatchi, "we wanted to connect people to the power and fragility of their own hearts. By creating a parallel between the personal discovery of the myriad ways our hearts serve us throughout our lives, and the vital research the BHF do that can then save those that go wrong, we hope we’ve shown through this campaign that our greatest treasure is truly within our chest, and there’s more to discover through donations.”

Claire Sadler, Chief Marketing and Fundraising Officer at the BHF, adds: “It was exciting to collaborate with Saatchi & Saatchi on such an ambitious and creative project as they support us in helping people reconnect with the preciousness of their hearts and our vital work.

"Central to our hero’s journey is the theme of discovery, which runs through the campaign - echoing the crucial work of our scientists. From discovering undetected heart conditions to finding new ways to understand the heart more deeply, the work highlights how BHF-funded research results in breakthroughs that can save and transform people’s lives.”