Sometimes advertising seems so simple. You ‘just’ put a camera on the bereaved of someone who died from a heart attack. It made our proverbial heart pause for a few beats.

And it works so well because it’s real and not scripted – as most things are nowadays. The Dutch Heart Foundation (Hartstichting) must be pleased.

For the interviews Kingsday worked with 27-year old ‘first-time’ director Mea Dols de Jong, who previously worked as intern at 100% Halal. A good choice, according to the agency; “this is why the film has such a modest and authentic look and feel.” We concur.

Produced by 100% Halal and music by AMP Amsterdam.