Cholesterol affects millions of people in Spain and its presence in the arteries is one of the main causes of deaths, with 120.000 a year. Daiichi Sankyo wanted to make this problem visible to show society clearly the risks of high levels of cholesterol in our arteries.
So we took the problem to the streets creating an ambient campaign, doing the same thing that cholesterol does in our arteries: collapsing everything.
We did it by making cholesterol literally collapse some of the main arteries of Madrid to catch attention of the population and mass media to make everyone understand its risks in a different and engaging way, so they could start a conversation about this important issue.
This professional campaign titled 'The Collapse' was published in Spain in May, 2023. It was created for the brand: Daiichi Sankyo, by ad agency: VMLY&R HEALTH Spain. This Ambient, Direct, and OOH Outdoor media campaign is related to the Education, Health, and Pharmaceutical industries and contains 7 media assets. It was submitted 6 months ago by Global Head of Craft, Health: Natxo Díaz of VMLY&R.
Agency: VMLY&R Health, Spain
Brand: Daiichi Sankyo
Global Head of Craft: Natxo Díaz
CD & Head of art: Leo Rincón
ACD: Raúl López, César Pérez
Copywriter: Catalina Segura
Art Director: Fernando Magaz
Motion Graphics: Nicolás Sierra, Luis Lemes