HEART A-SALT

TitleHEART A-SALT
BrandHEART SALT / NEPTUNE BIO-INNOVATIONS
Product / ServiceHEART SALT
CategoryA05. Use of Original Composition
EntrantSAATCHI & SAATCHI WELLNESS Sydney, AUSTRALIA
Idea Creation SAATCHI & SAATCHI WELLNESS Sydney, AUSTRALIA
Production STELLAR STUDIOS Sydney, AUSTRALIA
Production 2 MONKEYSTACK Adelaide, AUSTRALIA

Credits

Name Company Position
Craig Chester Saatchi & Saatchi Wellness Executive Creative Director
Emily Knight-Kristoffersen Saatchi & Saatchi Wellness Head of Copy
Craig Chester Saatchi & Saatchi Wellness Executive Creative Director
Luke Mason Stellar Studios Music/Audio Engineer
Monkeystack Monkeystack Monkeystack Animation/Illustration

Why is this work relevant for for Music?

‘Heart A-salt’ brings the serious issue of salt abuse to light in a tongue-in-cheek way through the use of original music and lyrics. The catchy tune tells the story on one man’s lust for salty food and the effect that this inappropriate behaviour has on the heart.

Background

Heart disease is the leading cause of death in Australian males, with salt abuse being a major contributing factor. On average, Australian adults consume double the amount of salt recommended by The World Health Organisation. 18.5 billion kg of added salt is consumed in Australia every year, which is enough to fill 760 Olympic sized swimming pools. ‘Heart A-salt’ brings this serious issue to life in a tongue-in-cheek way. Released during Salt Awareness Week in March 2019, the song and animated video clip targeted middle-aged men, their partners and their adult children. Heart Salt, the brand promoted by the film, is a healthier alternative to normal salt, containing 56% less sodium.

Describe the creative idea

Men’s inappropriate and unacceptable behaviour towards women was brought to light and, quite rightly, condemned in 2018. This campaign aimed to highlight men’s inappropriate behaviour at meal times and put an end to salt abuse. The cheeky cartoon and catchy tune combine to tell the story on one man’s lust for salty food and the effect that this inappropriate behaviour has on the heart. Heart Salt, ‘a healthier alternative’ to ordinary salt, is revealed at the end of the film.

Describe the strategy

Men’s inappropriate and unacceptable behaviour towards women was brought to light and, quite rightly, condemned in 2018. This campaign aimed to highlight men’s inappropriate behaviour at meal times and put an end to salt abuse. Engaging older men in conversations about their health is notoriously difficult. Our strategy was to create a cheeky cartoon with a catchy tune that, while amusing and entertaining, also delivered a very serious message: that salt abuse is a major contributing factor to heart disease in Australian men. Heart Salt was a relatively new and unknown product in Australia. This campaign also demonstrated to retail outlets that Heart Salt was being actively promoted and therefore needed to be stocked within their stores.

Describe the execution

‘Heart a-salt’ brings the serious issue of salt abuse to light in a tongue-in-cheek fashion. The cheeky cartoon and catchy tune combine to tell the story of one man’s lust for salty food and the effect that this inappropriate behaviour has on the heart. Imagery was carefully considered to ensure that every food scene mirrored actual culinary behaviour, albeit in a suggestive and humorous way. A retro 1930s illustration style was chosen to emphasise the idea that salt abuse is outdated and no longer acceptable. The music and vocal styling mirror this retro animation by paying homage to 1930s cabaret. While the overall composition is upbeat and optimistic, the lyrics are sung with subtle distain. Salt shaker sounds can be heard throughout the track, ensuring the topic of salt abuse is ever present. Heart Salt, ‘a healthier alternative’ to ordinary salt, is revealed at the end of the film.

Describe the outcome

The ‘Heart a-salt’ campaign quickly gained media attention. Since launching during Salt Awareness Week in March 2019, the campaign has been mentioned on TV, radio, in lifestyle publications, the news and across social media, reaching more than 21 million people. 95% of comments on social media posts about the campaign were positive or neutral, with a number of people expressing their intention to purchase Heart Salt.

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