YOUR BRIEF SAID YOU WANTED A BOLD CAMPAIGN.

YOUR BRIEF SAID YOU WANTED A BRAVE CAMPAIGN.

WE WANT TO ASK YOU: JUST HOW BOLD AND BRAVE ARE YOU?

FF

*

* So much so, we’ve wasted 3 of our 10 slide limit on asking you.

2017 IS THE YEAR THE BRITISH HEART FOUNDATION KILLED TOM HARDY.

FF * For one hour

*#

# Other talent is available #*

LET US EXPLAIN

We set up an interview between Jonathan Ross and Tom Hardy. We bill it as an

exclusive live Q&A, hosted on Jonathan’s Facebook page.

We pre-promote the interview to global entertainment correspondents, teasing a big

reveal using #TomHardyLive on both Facebook and Twitter.

12 MINUTES INTO THE LIVE, TOM HARDY SUFFERS A SUDDEN CARDIAC ARREST. THE CAMERA CONTINUES TO ROLL.

FF* He’s acting. Obvs.

*

HOW IT GOES DOWN

Within 20 minutes, news of the shocking footage is rolling on Sky News 24 and

featured in BREAKING NEWS on BBC.

In fact, it’s featured on nearly every global news site around the world.

#TomHardyLive trends on Twitter globally.

THE REVEAL

1 hour after Tom’s attack, he’s back on screen. This time social media is directed to the British Heart Foundation’s page.

“This time I was acting. But heart failure can happen to anyone, at any time. Heart disease is heartless - it doesn’t discriminate between age or background.

In the hour I’ve been offline, 18 people in the UK have died from sudden heart failure. Donate now to the British Heart Foundation and fund lifesaving research to stop sudden devastation. Help us fight for every heartbeat.”

The hashtag changes from: #TomHardyLive to #TomHardyLives

Tom Hardy:

THAT’S IT. BET YOU’VE GOT 40,000 QUESTIONS ABOUT THE VIABILITY OF THIS ROUTE. WE RECKON IT MAKES YOU FEEL WELL NERVOUS. ** Good. We think that’s what powerful ideas should do. Invite us in to pitch this idea to you and let us address each question, one by one…

#TOMHARDYLIVES