Graphic designer Einar Guðmundsson of H:N Markaðssamskipti designed Let’s Strenghten the Heart Threads for a fund raising event to support the purchase of medical equipment for the Landspitali University Hospital. The client was the Icelandic Association of Heart Patients.


The name is a word play in Icelandic. The campaign was organized to gather funds to buy a machine for cannulation.

In Icelandic, the words ‘thread’ and ‘cannulation’ are similar. Oh, it’s always awful translating wordplays from one language to another.

Guðmundsson weaved several hundreds of meters of yarn to a pattern that portrays a heart. The process took five hours. A camera was set up to take a shot every 20 seconds to make a stop motion video for television and print ads.

I had made a sketch of the pattern the day before and nailed the nails, which made the whole work easier.

The future of the piece is still open – options include an auction or displaying it at the hospital.


Einar Guðmundsson graduated with a BA in Visual Communication from Iceland Academy of the Arts in 2012. He currently works at ad agency H:N Markaðssamskipti.


Images courtesy of Einar Guðmundsson
Photographer: Rabbi
Video Editor: Gulli Maggi
Nails: Guðmundur Einarsson