Heart the Beat

PROBLEM

Create a series of experiences tied to music that bring Aflac's brand purpose ("championing the lifestyle you love") to life. 

PROCESS

When brainstorming, my partner and I thought a lot about what it means to be healthy, both physically and emotionally, and how that relates to an unforgettable music experience. 

SOLUTION

We decided to tap into the health trend of wearables, and Heart the Beat was born. If there's one thing that connects health to emotion, it's the heart. This wristband would be produced and distributed by Aflac at concerts with a sponsored artist, after being launched at the GRAMMYs.. The wristband records the user's heart beat during the show, and after the show was over, they will visit Aflac's Soundcloud page to add their heartbeat into the songs they were listening to, creating a custom record of their experience. This would show the user how they were being physically healthy, but also convey how they were feeling while experiencing the music. This will be promoted on music sites like Spotify and Pandora, as well as other places like Ticketmaster and across social media. Aflac will also create a microsite to promote the Heart the Beat band with custom heartbeat playlists and other users' remixes. 

in partnership with the Art Direction Intern, Alex Bohner