LIMA: man vs. heart
heart attack awareness campaign
Summary: Over 1.5 million heart attacks occur in the United States each year. Unfortunately, over 500,000 of them result in death or permanent disability. This Fall 2012 MAN VS. HEART campaign aims towards middle-aged adults, directing them towards healthy-eating habits and involvement in beneficial activities to promote a happy and healthy heart. LIMA chooses the fall to highlight this cause because it is the most frequent season for heart attacks to occur due to bad summer eating habits.
The campaign’s theme is rooted from the metaphorical connection that our hearts are ticking time bombs and at any minute, it can detonate. The imagery consists of photographic images altered in Photoshop using posterization and cutout effects. The visual content is paired with an ornate, wood background to present a stamp-like effect reflecting the lasting impression heart attacks can leave on its victims. The majority of heart attacks occur due to poor health decisions. With simple alterations in your day-to-day schedule, you can add years to your life.
The campaign’s theme is rooted from the metaphorical connection that our hearts are ticking time bombs and at any minute, it can detonate. The imagery consists of photographic images altered in Photoshop using posterization and cutout effects. The visual content is paired with an ornate, wood background to present a stamp-like effect reflecting the lasting impression heart attacks can leave on its victims. The majority of heart attacks occur due to poor health decisions. With simple alterations in your day-to-day schedule, you can add years to your life.