The MHIF invites you to see with the eyes of the heart

1/11/2022

Work

by Cossette

The Montreal Heart Institute Foundation’s new initiative aims to raise public awareness about the risk factors for heart disease.

The campaign, created by Cossette, centres on a film featuring a father and daughter who are faced with such a diagnosis. The fact of the matter is that, despite many breakthroughs in the field of cardiology, nine out of ten Canadians have at least one risk factor for heart disease.

We have a genuine opportunity to change how people envision heart disease. They often believe it only affects older people, particularly men, but the truth is that no one is immune. That was the insight behind our awareness campaign.

Hugo Fournier, Senior Director, Strategy Lead, at Cossette

Conveying the emotional toll of the disease on patients and their loved ones to grab people’s attention—and get them to donate—is no easy task. Thank you to all the teams that were involved in telling the story of our everyday reality.

Alain Gignac, CEO of the Montreal Heart Institute Foundation

In keeping with the organization’s brand repositioning, Cossette and the Montreal Heart Institute Foundation bring us into the fast-paced day to day of doctors and healthcare workers by depicting the incredible feats they accomplish during delicate surgeries. Thanks to a collaboration with Raphaël Ouellet from Gorditos, the result is a gripping story without artifice that uses real footage to support our message. It’s accompanied by a cover of the song “Les yeux du cœur” (“The Eyes of the Heart”) by Gerry Boulet, courtesy of music agency Circonflex.

Credits

Advertiser: Montreal Heart Institute Foundation

Clients: Alain Gignac, Isabelle Darche, Isabelle Tremblay, Marine Kaysen, Audrey Lacoursière, Yannick Elliott, Carole Gray

Agency: Cossette

Creative: Marc Lessard, Annik Tremblay-Meunier, Vincent Leblanc, Nicolas Doyon, François Hiron, Mylène Bénard Strategy: Hugo Fournier, Charles-André Marleau Product: Émilie Dallaire, Mélanie Corbeil, Andreea Nenu

Production agency: Septième

Production director: Élyse Bleau Print and digital production: Natalie Desmeules Graphic design: Nathalie Boucher Retouching: Daniel Cartier Linguistics: Karen Martin, Carol-Ann Savick, Chelsey Lam, Émilie Robertson, Nadia Ali-Khodja, Marc Grandmont, Andréanne Marchand Godbout, Nathalie Fournier

Media agency: Cossette Media

Media planning and activation: Maude Larue, Natasha Gauvin

Production house: Gorditos

Director: Raphaël Ouellet Post-production: Septième Sound and music: Circonflex, Shed