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.