Branding - Design
For keeping Madrid’s heart alive
Creating an education and awareness campaign about cardiovascular protection to the Spanish people
The Spanish Heart Foundation and Philips Foundation, with the support from Philips – a health-tech company – joined their forces for raising an education and awareness program on the importance of proper care against sudden cardiac arrest which, within Spain, is estimated around 30,000 cases a year.
The campaign’s main target is to touch and educate the population on identifying and actively responding to a heart arrest.
For such an inspiring and thrilling challenge, our CBA staff was invited to develop all the communication campaign. We understood it was essential to create a visual and vibrant identity that was able to convey, in a simple and impactful way, all the information on such an important public health initiative.
With that in mind, we created an expressive and impactful image based on a heart articulated by urban graphic codes. The symbol is provided with life and gives birth to two friendly characters who will help to disseminate the project’s central messages in a more intimate approach.
An image whose conceptual freshness grants long life to the brand and offers a dynamic iconographic language that will identify the campaign “Late Madrid” (“Beat, Madrid”) in any communication element, turning it into an icon itself: the urban heart.