Description: An event was staged based around the insight that taking an aspirin can help increase the chance of survival in a heart attack. For aspirin to work in cases wherein it can help someone manage a heart attack, some body has to be carrying one. This problem was decided to be tackled by getting people with the common last name of Smith to arm themselves with Bayer aspirin. It chose Fort Smith, Arkansas not just for the connection to the name, but because it has one of the highest heart attack rates in the country.

Caption: The HeroSmiths Theory

Advertising Agency: Energy BBDO, Chicago, USA
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Alistair Robertson
Creative Directors: Josh Gross and Pedro Pérez
Associate Creative Directors: Agustin Ballerio, Alejandro Juli, Fernando Passos
Art Director: Chris Cavalier
Lead Designer: Hung Vinh
Head of Integrated Production: Rowley Samuel
Executive Director of Content & Delivery: Brian Cooper
Executive Producer: Jeff Drooger
Senior Integrated Producer: Elena Robinson
Director of Music: Daniel Kuypers
Associate Music Producer: Nick Maker
Global Client Service Director: David Goring-Morris
Client Service Director: Katie Clow
Account Director: Trish von Rein
Account Executive: Kristen Schumacker
Group Planning Director: Catrina McAuliffe
Planning Director: Brian Stout
Senior Planner: Jesse Unger
Production Company: Maverick NYC
Director: David Garcia
Executive Producer: Brad Johns
Editorial Company: Flare
Executive Producer: Mitch Monzon
Editors: Sean Berringer, Jill Dugan, Casey Cobler
Digital Agency: iCrossing
Senior Account Director: Al DeDona
Senior Strategy Director: Catherine Mevs
Account Manager: Amanda Neil
Media Agency: MediaCom
Communications Planning Director: Matthew Gunther
Strategy Director: Charlie Singer
Director / Paid Social: Aaron Welch