It is now possible to enjoy singing with a respiratory condition
PHILIPS’ ‘BREATHLESS CHOIR’ campaign follows a group of people living with chronic respiratory conditions, including COPD, cystic fibrosis and asthma and whose breathing disabilities are limited and prevents them from doing what they love: singing.
“The campaign shows that Philips have changed their business, but not their principles,” says Ogilvy & Mather London chief creative officer Gerry Human. “They have always believed in finding smart ways to improve people’s lives. So this story is deeply rooted in the company’s 124-year-old DNA. People singing together always evokes an emotional reaction, but when it’s a group of people who actually struggle to breathe, let alone sing, that’s hard to ignore.”
Philips and Ogilvy have followed the patients while they were learning new ways to save breath to get back to singing and all while using the convenient, mini portable oxygen concentrator: Philips SimplyGo. The patients are guided and taught by celebrity choirmaster Gareth Malone, with the ultimate goal to perform at the Apollo Theater in Harlem.
For Alexandra von Plato, president for Publicis Healthcare Communications in North America who was part of the jury at the 2016 Cannes Lions International Festival of Creativity: “It demonstrates to all healthcare marketers that you can do this kind of narrative storytelling. You can expand the arc, create emotional content and have a very relevant and powerful connection to real substantial healthcare issues, disease conditions and products. We felt ‘Breathless Choir’ from Philips, an up-and-coming healthcare company, which is now entering healthcare hot and heavily in the devices space, is showing the rest of healthcare what’s possible through a fresh lens.”
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