The idea behind the campaign is to bring to light the importance of investigation in the treatment of heart diseases nowadays. To do so, through the real story of Anthony Van Loo, a footballer diagnosed with a heart disease which had kept him off the pitch, we are encouraged to reflect on the achievements attained by science and the need to continue actively supporting new avenues of research and investigation.

Anthony Van Loo fainted in a football stadium due to heart failure. Our spot starts with this tragic incident. Seconds later, Hallelujah starts to sound and continues throughout the spot as we remember Anthony's life. The song helps us to pay him fictitious homage, making viewers believe that Anthony died on that tragic day. The spot goes on until it tells us what actually happened: when it seems that Anthony died, he suddenly comes back to life, and the Hallelujah helps us to explain that what just happened is a miracle. A miracle that in this case is not divine, but the result of research.