+Castro shows Danone's Vidacol has heart

When the innovators at +Castro were tasked with raising awareness of cardio vascular disease and lowering high cholesterol levels, they shot for the heart.  The innovation house teamed with the health oriented brand, Danone, and their cholesterol reducing product, Vidacol, and took to the heart of Beunes Aires, Plaza de Mayo, for an interactive communication experiment.     

Staged during the worldwide Month of the Heart, participants were asked to donate their image and heartbeat to the project. On September 5, with the help of the city government and the Fundación Cardiologica Argentina, +Castro was able to illuminate the Obelisk of Buenos Aires and pulsate sound to the rhythm of its population’s heartbeats. Further, the donor of each heartbeat being played was projected alongside the monument - all 19664 of them. Adding to the hoopla is corazonesconectados.com, where viewers could interact with the event in real time and join the discussion by sharing their own 'heartbeat moment'.

+Castro’s interactive experience proved to be a successful brand match for Danone’s Vidacol. The stunt captivated the public and positioned the brand at the centre of attention geographically and electronically through viral online and television coverage. Further, it created sensational PR for the brand by positioning them as healthcare activists. By creating a surprising, unique, and powerful message that has rejuvenated discussion of high cholesterol in the country, +Castro have cleverly created a revitalized need for Vidacol.

Be sure to read about +Castro, their innovations director Nico Pimentel and the Argentinian ad scene in the new issue of Shots (Issue 138), out now.