ABOUT

Concept:

Let’s Talk Rhythm was built around a simple but powerful idea: using the universal language of rhythm to spark conversation about heart health.

Rather than lead with medical terminology or fear-based messaging, we used rhythm — musical, emotional, and physical — as both metaphor and structure. It gave us a way to talk about atrial fibrillation that felt human and memorable.

Fronted by Welsh rugby icon Alun Wyn Jones, the campaign carried authenticity, warmth, and trust. By aligning a national figure with a personal health message, we created something that cut through apathy and encouraged people to listen to their hearts — literally.

Execution:

Shot in a single day on the Costa del Swansea, we produced a hero film and photography suite built around the beat of a human heart.

The visual tone was clean and direct, with Alun Wyn addressing camera in a style that felt personal, not performative. The rhythm of the script mirrored the message — steady, vital, and unmissable.

We created assets for digital, social, paid YouTube, and national press — adapting the creative across three targeted audience segments:
• UK (anchored by Alun’s recognisable presence)
• Germany and Spain
• Women aged 40+

Each strand was carefully localised and optimised for performance across platforms — with creative designed to hold attention and drive action in under 60 seconds.

All this on a tight budget, delivered at pace, with smart planning and creative clarity at its core.

Results:

The campaign exceeded all expectations — not just in reach, but in how deeply it resonated:
• 916,000+ hero film views
• 926,000+ social impressions and reactions
• 100% positive sentiment across all platforms
• 7,800+ landing page clicks
• Overall average CTR of 9%, peaking at 10% in the UK
• 472,000 YouTube impressions with 3,630+ direct clicks
• ~10% of YouTube viewers didn’t skip the ad — unusually high for skippable formats
• Women aged 40+ became the top-performing demographic, despite the lowest media spend — a key insight for future strategy
• 12 national media features, including BBC Morning Live, BBC Sport, Daily Mail, The Telegraph, and Global Radio
• A staggering 801 million+ earned media reach, all achieved on a limited budget

Beyond the stats, the campaign did what it set out to do: make people stop, listen — and check their rhythm.