How do you get twenty-to thirty-somethings, an age group that feels bulletproof, to want to book a health assessment? Our solution was to create an interactive music video starring iconic band The Futureheads where we ask: “How is your body performing?”. Directed by award-winning director Rob Brandon, the interactive music video sees each band member of The Futureheads represent a different part of the body – the drummer the heart, the vocalist the lungs, the bass the bones and the guitarist the liver – as they perform their hit song Heartbeat. By answering four questions on your lifestyle, the band’s performance can either improve or get much, much worse. There are 54 different videos, making the experience feel personal to your lifestyle, and include collapsing drum kits, exploding amps and even a guitarist playing a dog. The campaign was covered by media around the country, reaching 9 million people and went on to win a Bronze Health and Wellness Lion at Cannes Lions.