OOH STRATEGY
The OOH execution uses the core visual described by the strategy. Across each placement, viewers follow the unfolding of a person's life from childhood to a critical moment, in this case, the critical moment involves a heart attack. The addition of visuals of hearts embedded into each life stage was included to serve as a reminder that crisis is rarely something that can be anticipated and that it can happen at any moment, even the most mundane of moments. The hearts were mundane parts of the person’s daily life and then became a critical moment.
OOH concepts would only be limited to subway stations and areas with seating, to allow people to naturally have a moment to absorb the story, the visuals, and the details.