The project was driven by the pressing need to address a critical health concern: the alarming rise in heart conditions due to reckless lifestyle choices. I aimed to create a digital campaign that would not only grab the audience’s attention but also compel them to pause and reflect on the consequences of their actions. With the need for a powerful, stop-scrolling campaign in mind, my objective was to instigate a thought-provoking dialogue around the significance of LDL in the context of heart health.

The concept revolved around a thought-provoking and relatable analogy – the comparison of humans to animals. By contrasting the often extraordinary qualities of various animals with the humans’, the campaign aimed to underscore the fact that we all have a single, precious heart. Through visually striking and emotionally resonant content, the campaign sought to convey value and vulnerability of the human heart, compelling individuals to rethink their reckless habits and prioritize their heart health.