The Breathless Choir was brought together by Philips and it was made of 18 people with respiratory problems (COPD, Asthma and Cystic fibrosis), between the ages of 18 to 92. Last week they got together in New York to perform the Police song “Every Breath You Take”, to mark World COPD Day. It’s interesting the fact that we can watch the group evolution before the final event.
The campaign had the objective to improve their brand awareness as an health tech company that improves people’s lives through innovation, going directly to our heart and working on their share of heart.
Check the video here:
https://www.youtube.com/watch?v=3WOJJ7NMJ80&feature=youtu.be
I have to say that they had made an powerful video, very emotional, that capture our attention and we get connected with the message. A true meaningful marketing initiative! Well done.
At the same time its communicated (in a very subliminal way) their new portable oxygen concentrator.