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British Heart Foundation

Concept, Art Direction, Design. 

Personal project (copywriter: Jack Tanner)

The London Underground. It runs like arteries under a bustling city. A bustling city full of busy people who give little thought to their heart health.


A commute isn't often enjoyable, but for Londoners, it signifies a high state of tension. Train disruptions are hot topic, crowds create agitation, and delays are bound to get their (healthy or otherwise) blood boiling. 

Whether merely suggesting 'delays' or actually causing them, we can channel these rife emotions and interrupt commuters with an experience that carries a memorable analogy:


When blood can’t make its journey, neither will you.

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