Budgen directs BHF anti-smoking film

Frank Budgen has directed the latest film in the British Heart Foundation's continuing campaign to highlight the ways in which smoking contributes to heart disease.

The ad, created by Lowe London, features subtle visual effects showing the passage of fatty deposits through veins and arteries as they make their way to the heart.

It is the first work for the charity since it pulled the £7 million anti-smoking account out of Euro RSCG London and awarded it to Lowe and Rainey Kelly Campbell Roalfe/Y&R in July this year.

At the time of the pitch, Lowe was asked to follow the "fatty cigarettes" campaign from Euro RSCG, while RKCR/Y&R was charged with the development of a longer-term campaign to run alongside the Department of Health's more aggressive anti-smoking work.

The DoH has been keen for the BHF to continue to signal the dangers of smoking, and has mirrored the charity's tactics in work from Abbott Mead Vickers BBDO and Kitcatt Nohr Alexander Shaw.

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