THE BRIEF WAS TO CREATE AN ICONIC IMAGE THAT FELT LIKE THE ONSET OF A HEART ATTACK. AFTER LOTS OF RESEARCH TALKING TO MEDICAL SPECIALISTS, WE DECIDED UPON THE BELT IMAGE. THIS WAS AN IMAGE THAT REALLY RESONATED WITH PEOPLE AND ACTUALLY HELPED SAVE MANY LIVES.

THE MOST REWARDING PART OF THIS PROJECT WAS RECEIVING LETTERS FROM PEOPLE WHO HAD SUFFERED HEART ATTACKS AND WHO TOLD US THAT THE FEELING OF A BELT TIGHTENING WAS EXACTLY HOW IT HAD FELT FOR THEM. THEY HAD REMEMBERED THE ICONIC IMAGE TELLING THEM TO RING 999, SOMETHING THEY MAY NOT HAVE DONE WITHOUT SEEING THE POSTER