‘Consider an alternative to cardiac arrest’ says Neptune Bio-Innovations for salt awareness week

Neptune Bio-Innovations and Saatchi & Saatchi Wellness have created an animated campaign which is designed to get people to reduce their daily salt intake.

The tongue-in-cheek animation, back to a song with lyrics about salt and the heart, tells Australians to “extend your expiration date”.

The ad has been created for salt awareness week and launches a healthier alternative to regular table salt, Heart Salt.

Australian actress Amy Longhurst has sung the song which tells the story of one man’s lust for salty food and the effect it has on his heart.

Stuart MacKenzie, senior production manager at Monkeystack, added: “The animation throughout the film was carefully considered, ensuring that every food scene mirrored real-life behaviour, albeit in a suggestive and humorous way.

“A retro illustration style and hand drawn animation was chosen to further enhance the message that the overuse of salt is both outdated and old-fashioned.”


  • Client: NBI
  • Brand: Heart Salt
  • Advertising Agency: Saatchi & Saatchi Wellness
  • Executive Creative Director: Craig Chester
  • Creative Team: Craig Chester, Emily Knight-Kristoffersen
  • Client Services Director: Samantha Stuart
  • Original Music/Sound Design: Luke Mason, Stellar Studios
  • Animation: Monkeystack, Adelaide
  • PR: FORWARD Agency, Sydney
  • Head of Marketing, NBI: John Cox

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