BAYER—Aspirin

Brief:

Bayer Aspirin use has waned in recent years after a long history of success. The focus has been mainly on older males. The ask was to create an awareness campaign, using humor instead of fear and without mentioning aspirin, that would generate earlier conversations with doctors and patients about individuals’ risk of cardiovascular disease by driving to Bayer’s online risk assessment tool.

Idea:

Surprise proofing the heart. By starting a conversation early, HCPs and patients can know their risk for cardiovascular disease and prepare for any surprises. Taking everyday surprises of various degrees of humor and danger we constructed a campaign that would be widely visible with the idea of creating organic discussions around cardiovascular disease. Using situationally-relatable OOH placements and timely social partnerships to for heart-stopping breaking announcements, this campaign was a refresh to reach a much larger audience of men and women from 40-65.