| One Show, 2016 | ||
|---|---|---|
| One Show Entertainment | Craft - Music / Sound / Music / Sound | Merit |
| Film | Craft - Direction / Direction | Merit |
| Film | Consumer - Online Films & Video / Long Form - Single | Merit |
| Lions Health 2016 | ||
| Pharma | Communications To Non-Healthcare Professionals: Devices & Diagnostics | Grand Prix |
| Pharma | Communications To Non-Healthcare Professionals: Devices & Diagnostics | Silver Lion |
| Health And Wellness | Corporate Image & Communication | Gold Lion |
Category: Other
Client: Philips
Agency: Ogilvy & Mather London
Country: United Kingdom
Director: John X Carey
Executive Creative Director: Gerry Human
Associate Creative Director/Art Director: Trevallyn Hall
Associate Creative Director/Copywriter: Laura Rogers
Producer: Ruth Darsow
DoP: Ed David
Managing Director: Craig Burleigh
Business Director: Kate Waugh
Planning Partner: Gareth Ellis
Global Head of Brand Communications, Philips: Eva Barrett
Choir Master: Gareth Malone
Production Company: Tool of North America / Santa Monica, Universal Production Partners / Prague, Sound Square / Prague, Cut + Run / London
Director: John X Carey
Producer: Nadine Brown
Editor: Philip Owens
Music Post Production: Peter Mitchell
Sound Audio: Soundsquare, Prague
Engineer: Pavel Rejholec
Post House: UPP Prague
TK Op: Ondrej Stibingr
Flame Op: Jaime Aguirre
Ogilvy & Mather London has created a new campaign for Royal Philips as part of a wider drive to change public perception of the brand. The latest activity supports Philips’ shift from its traditional image as an electronics company, to its present day status as a health-tech organisation that improves lives through meaningful innovations. Launching on World COPD (Chronic Obstructive Pulmonary Disease) Day, the Philips’ ‘Breathless Choir’ film brings together eighteen strangers in New York, all of whom are living with chronic respiratory conditions, including COPD, cystic fibrosis and asthma. Coming from all walks of life and all over the world, the group is brought together for a week by Philips to undertake what they had previously thought impossible: learning to sing. They are led by celebrity choirmaster Gareth Malone, who is famed for his ability to turn unlikely people into singers. The film is supported by four additional online films that focus on a different aspect of the singers’ journey. Philips’ belief that health is not an absence of illness, but enjoying fullness in life is revealed as the stories develop. Viewers learn that many of the group have difficulty speaking let alone singing, which emphasises their achievements even more. Their use of Philips’ latest portable oxygen concentrator (POC), SimplyGo Mini, which empowers patients who struggle with respiratory conditions to continue living full, active lives.
Audience:
Through this project we aimed to engage more deeply with the following key audiences:•C-Suite and Opinion Leaders•General Public•Media •Healthcare practitioners/workers
Brief with projected outcomes:
UK/Europe: you cannot advertise prescription products at all. In the US, you must list all the possible side effects and be realistic about the benefits. In the US, UK and Europe you can advertise prescription products to doctors, but must be clear about the risk and benefits.