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 … read morefrom 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.
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