BHF hopes Mini Vinnie will save more lives

Today, Grey London launches the next phase of its British Heart Foundation campaign with a number of new films, including Mini Vinnie that look to further promote the potentially life-saving ‘hands-only’ CPR technique first demonstrated by Vinnie Jones last year…

Who can forget the enduring image of ex footballer-turned-Hollywood-hardman Vinnie Jones giving ‘hands-only’ CPR to a lifeless body to the tune of the Bee Gees’ Stayin’ Alive? Today, Grey London launches the next phase of its British Heart Foundation campaign with a number of new films, including Mini Vinnie (still shown above) that look to further promote the potentially life-saving technique…

The original Vinnie film has been watched more than 2.8 million times on YouTube and is accredited with saving 28 lives – but with the UK still facing cardiac arrest survival rates of just one in five, the BHF asked Grey to bring back the campaign.

The new campaign features a new TV spot called Mini Vinnie (starring 12 year old Brenock O’Connor) designed to promote hands-only CPR to a younger generation:

The campaign also features a new 40 second version of the original TV spot which is essentially the same as the original Vinnie film but with a new ending in which Jones introduces Alan Linton as “one I saved earlier”. Linton is one of several stars of a series of online testimonial films that tell how their lives were saved by the original campaign.

To see the new version of the original ad and the other testimonial films, visit the BHF’s YouTube page here.

Vinnie Saves credits

Client British Heart Foundation
Creative agency Grey London
ECD Nils Leonard
Creative director Vicki Maguire
Vicki Maguire/Jonathan Marlow
Art director Vicki Maguire/Jonathan Marlow
Producer Jacqueline Dobrin
Managing partner Sarah Jenkins
Account director Camilla Ashenhurst
Account manager Sophie Fredheim
Planner Matt Buttrick
Media agency PHD
Production company Hungry Man
Director Wayne McClammy (TVC) / Steve Bendelack (Mini Vinnie) / James Gooding (testimonials)
Editor Alaster Jordan (TVC; Mini Vinnie) / Matt Newman (Mini Vinnie) / Vee Pinot (testimonials)
Post-production The Mill / Greyworks
Audio post-production Grand Central



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