Hypertension is responsible for 34% of deaths in Portugal. The main culprit? The excessive salt consumption. To create awareness around this serious public health problem, the Portuguese Cardiology Foundation carefully collected tears from stroke victim’s relatives and, by a salinization process, transformed into salt crystals. A unique line of salt that uses mourning as its raw material. And a powerful weapon against hypertension that impacted thousands of portuguese people in pharmacies around the country.
Creative Director:Edson Athayde
Art Director:Eduardo Tavares
Film Director:Mário Patrocínio
Agency Producer:Cesar Monteiro
Account Director:Carlos Baptista