Cholesterol affects millions of people in Spain and its presence in the arteries is one of the main causes of deaths, with 120.000 a year. Daiichi Sankyo wanted to make this problem visible to show society clearly the risks of high levels of cholesterol in our arteries.

We took the problem to the streets creating an ambient campaign, doing the same thing that cholesterol does in our arteries: collapsing everything. 10 Cholesterol balls literally collapsed of main artery of Madrid to catch attention of mass media to understand its risks in a different and engaging way.

With this street marketing action, we not only drew the attention of pedestrians, but also dozens of media outlets who came to the scene after the news of the collapse of a street in the center of Madrid.

We got a total audience of 81MM, an earned media value of 847K and 75 organic media appearance.