Anti-Awards—Demerit Badges

Heartbeat?s Self-Promotion Print Campaign aimed to set us apart from the sedated, uninspired agencies populating the healthcare sector. It introduces and demonstrates Heartbeat?s Challenger position and asks the audience?ambitious marketers and decision-makers?to reconsider the conventional approach of pharma. It positions Heartbeat as the agency that will challenge the typical with compelling. In short, when you want more, Heartbeat is the agency to help you break free from the monotony.<br><br>The Campaign utilizes sharp wit and in-the-know satire to introduce "anti-awards" in the form of snarky scout badges ? calling attention to the m?lange of mediocre advertising flooding the pharma sector and pointing a finger at the entities that take pride in it. Using Wes Anderson's "Moonrise Kingdom" and a hyper-realistic, saturated, kitschy aesthetic as inspiration, we created a stand-out ad with a quirky vibe, making the reader stop and look twice.<br><br>Rather than let our ad grow stale during its publication run, we swapped in new badges with each iteration to renew audience interest and show that a good idea has life and legs. Further, we took our higher ambitions off the page and into the real-world by turning our demerit badges into stickers that could be peeled off the page and ?awarded? to the amazingly average colleagues in your life. This added an interactive twist to an otherwise static medium.