In the US a heart attack strikes every 42 seconds. These coronary events result in many hundreds of thousands of deaths each year. Yet many of these deaths are preventable if more people took aspirin during, or soon after, suffering a heart attack.

To help get aspirin more widely available we recruited the most extra-ordinary group of people. People named Smith.

The campaign won at Cannes, The Effies, D&AD, London International Awards, the Art Director’s Club, the Clios and the New York Ad Festival, but perhaps most importantly demonstrably saved at least one life.