The Challenge

The 2023 ESC Congress took place in Amsterdam, hosting almost 30,000 cardiologists and medical professionals from around the world across a 4 day event. A brand visual and message of ‘Joining forces to protect the heart’ had already been created and launched by ESC’s in-house team when we were approached and asked to lead the marketing and promotion for the congress, inheriting and developing the existing materials. There was to be a series of deliverables, including videos, exhibition graphics, a daily newspaper, social media campaigns and emailers.

The Solution

In order to create an emotional connection with the audience, we developed a narrative and graphical device that expanded from the protruding tails of the supplied main heart visual, creating what became known throughout communications as the ‘energy line’. This line would travel through the professional life of the attendees, symbolising the ‘journey’ of each cardiologist and acting as the force that brings them together, culminating at the congress to collaborate in advancing cardiology. The ‘energy line’ device became the focal point for the entire congress and was adapted to be used for several different campaigns and sub-brands.