Saatchi & Saatchi has extended its work with the British Heart Foundation (BHF) by taking its ‘Til I Died campaign to the global stage, ahead of yesterday’s UEFA Euros 2024 final in Berlin.
The names, faces and stories of 12 young English football fans whose lives were tragically ended by heart disease were projected in locations across Berlin this weekend, ahead of last night’s closing game between England and Spain.
The faces, names, and stories of the fans were projected near Olympiastadion in the German capital in front of thousands of spectators – ensuring each made it to Berlin for the final of the Euros.
The work is part of the creative agency’s broader ‘Til I Died campaign for BHF, which was created to emphasise the critical need for research funding by spotlighting the dreams and aspirations which are left unfulfilled when people die at a young age.
“Despite the result, something really special happened in Berlin last night,” said Saatchi & Saatchi CCO Franki Goodwin.
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“We celebrated the lives of these young fans by putting them front and centre at a moment that would have been so important to them. We couldn’t be prouder to have taken them through the tournament and to the final in Berlin, and to connect the important work of the British Heart Foundation with a huge, international audience.”
The imagery rotated between each of the young English football fans featured in the campaign throughout the weekend.
British Heart Foundation director of brand Damion Mower said: “We launched this incredibly emotive campaign as the Euros tournament kicked off as a powerful reminder of the young fans who tragically aren’t here to cheer on the team they loved.
“It is heartrendingly poignant that England made the final of the competition and we couldn’t think of a better tribute to the young England fans than to take them to Berlin.
“These wonderful families have so bravely shared their stories because they don’t want any other family to suffer like they have. It is thanks to them that this campaign has shone a spotlight on sudden cardiac death and the need for the BHF to fund research to keep more families together at these special moments.”
