Heart Research UK

InstaHeart Auction

Agency: McCann


We launched the world’s first ever Instagram auction to help Heart Research UK heal broken hearts this Valentine’s Day. Using Valentine’s Day to kick off the Heart Research UK campaign, we created an Instagram led social experiment platform. Once heartbroken, but now mended people can post all those trinkets and gifts given by former lovers, sat languishing at the back of a drawer, shoebox or wardrobe, into cash donations for Heart Research UK. #InstaHeartAuction enables people to easily help heal broken hearts by doing what they do best: sharing a photo on Instagram and using the hashtag #InstaHeartAuction. Taking part couldn't be simpler: take an Instagram photo of the unwanted item using the hashtag #InstaHeartAuction, and the item will be added to the online auction. By listing items the owner will help Heart Research UK by donating the proceeds of their auction to the charity, helping to fund research into the prevention, treatment and cure of heart disease which, is still the UK’s biggest killer. Following the success of the #InstaHeartAuction launched on Valentine’s day, Heart Research UK has decided to continue the online instagram marketplace. so broken hearts will continue healing another.

This professional campaign titled 'InstaHeart Auction' was published in United Kingdom in April, 2014. It was created for the brand: Heart Research UK, by ad agency: McCann. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 10 years ago.


Advertising Agency: McCann, London, UK
Chief Creative Officers: Rob Doubal, Lolly Thomson
Art Director: August Segerholm
Creative Director: Thomas Ilum
Producer: Steph Hamill
Copywriters: Alastair McVeigh, Steph Hamill
Planner: Philippa Dunjay
Animation: Unit9
Animator: Alex Burt
Producer: Elliott Tag
: Tim Sutton / Craft


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