Strategy

Our challenge from Novartis was to creatively communicate a key message to raise awareness of the immediate risk of heart failure and to increase the sense of urgency. The initial audience was cardiology professionals. Our understanding of the audience and location was that there would be a lot of promotion by many companies at the event, so a unique solution would be required to capture people’s imagination. We created a 1.5m anatomical heart shaped sculpture made from hundreds of vintage clocks, sourced from all over the world. This iconic sculpture was to be placed in locations to attract the audience to it and to explore it. The design was such that it created a familiar and relevant shape but in a never been seen before way. This led to people wanting to know more. The unique sculpture was designed to arouse curiosity and encourage a natural response in people to look closer, photograph and learn from the story it was created to tell. On a selection of the clock faces we hand engraved quotes from patients and statistics to add the key messages. The clocks were attached by hooks so could be rearranged for each exhibit and also could be turned into a live experience where the clocks are added by one of our artists during a morning. An adjacent information board placed on an easel provide the story and links for people to learn more about Novartis and Heart Failure.

Execution

Over 200 clocks were acquired for the project and an innovative system devised to make them capable of being hung from a heart shaped frame. We collected clocks from over 15 countries, with some clocks dating back 120 years. Many were passed down through families and donated to the project. The clocks were arranged into the shape of an anatomical heart that visually explored the relationship between the heart, time and art. The sculpture creatively suggested that the problem was global, by using clocks from all over the world; whilst individually something might be broken, together things form shape and gain beauty and strength. The project went back to traditional roots of experience marketing and contained no electronics, digital signage or interaction. Relying instead on creativity to capture attention and communicate messages. The sculpture was initially placed outside the European Society of Cardiology event in August 2016, in Rome. It was attended by over 30,000 healthcare professionals. The sculpture was 1.5m in height and a completely unique marketing form in the history of the event. Due to its popularity, it then went on to tour Italy in four public spaces including outside the Italian Parliament in Rome on World Heart Day 2016, Bergamo, Bologna and a marketplace in Sicily. The intention was that people would be inspired to walk over to the sculpture, be curious and explore the messages. Hopefully they would take images and take home an interesting story and the campaign messages. It was accompanied by a simple easel and information board. It was left for people to discover, explore and enjoy.

Result

The sculpture was extremely popular and seen by the majority of attendees over the initial 4 days of the event. At times there were over 20 people surrounding it, taking pictures and exploring. It was one of the only art led item of communication at the event and it’s design was truly appreciated. The images and video have been shared online to amplify the activity. As it toured the cities it was covered in all local and national press and the public engaged in much the same way as the professionals. Based on it’s success, it has since been exhibited at the American Heart Association scientific event in New Orleans, USA to 10’000’s more cardiology professionals, the making of video shared online and it is booked for further exhibits in different countries in 2017. 

https://www.youtube.com/watch?v=0akJ5bP5AqM