Not really a love song

Creative idea

Cardiovascular diseases are among the most common causes of death in Latvia. The biggest problem – people don’t pay attention to symptoms, such as heart arrhythmia. The earlier the problem is detected, the higher the chance of prevention. To raise awareness, we took a legendary Latvian song and, without changing a single word, reinterpreted it so its meaning shifted from the heartbeat of love to the warning signs of arrhythmia. This twist caught the attention of older audiences – people who pride themselves on knowing everything – because suddenly a song they had known since youth revealed a problem that concerns them now.

Brand name: Olpha
Advertiser / client: Olpha
Product / service: Health services and products
Campaign name: Not really a love song
Agency network: MCCANN WORLDGROUP
Agency: McCANN Riga
Chief creative officer: Valters Jonāts
Creative director: Kristaps Deičs
Art director: Roberts Galviņš
Designer: Linda Justa, Edgars Drusts
Account director (agency): Marta Lielpētere
Strategic planner / strategist: Elvi Kustavus