Research published by the American Journal of Medicine reveals that cardiovascular events – also known as heart attacks and sudden cardiac death - increase during sports seasons and big sporting events.

This powerful piece of data triggered a change for Bayer Aspirin and led Energy BBDO to flip the way the category communicates about heart health. So, instead of using fear, Energy BBDO tapped into people's passion to get them to act. And when it comes to passion, no one has more than sports fans.

So, while other brands spend millions of dollars to sponsor players, teams, and even entire leagues, Energy BBDO decided to sponsor something equally important: the fans! After all, they're the ones keeping sports teams alive all over the world. This insight inspired Energy BBDO’s latest work for Bayer Aspirin: ‘Bayer Aspirin. The Official Sponsor of Fans Hearts’.

In partnership with the St Louis Cardinals, Energy BBDO launched an OOH campaign for the Opening Day of the MLB season. On a day filled with hope and dreams for the season ahead, Energy BBDO turned the one thing Cards fans couldn't ignore into a potentially life-saving message to keep their hearts in the game.

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