Abbott launches 'The race of possible' campaign

Created by BBH Mumbai, the campaign consists of three live radio spots recorded across three locations with real characters, showing how Abbott is helping people to lead healthier lives

BestMediaInfo Bureau | Mumbai | October 25, 2016

Click on the Image to watch the Video.

In a first-of-its kind move, BBH Mumbai has created three live radio spots for Abbott Healthcare Pvt Ltd. The three spots, recorded live across three locations in India, celebrate people who are leading healthier, fuller lives because of Abbott's breakthrough products and innovations.

The radio spots are about three individuals -- Sameer Chowdhry, Harish Verma and Gerald D'Souza -- who take on one challenge each. Chowdhry attempts rafting, Verma runs a marathon in the Himalayas and D'Souza attempts paragliding. The spots show how, despite their health issues, they are able to participate in such high-risk activities because of Abbott.

To extend the campaign to a larger audience, BBH captured 'the making of' the radio spots. The digital films, released from September 19, received an overwhelming response, with over 2.6 million views and growing activity across social media networks. The stories were taken to outdoors across Mumbai and Delhi.

Oscar-winning sound designer Resul Pookutty did the sound for the radio spots. Acclaimed filmmaker Bejoy Nambiar and National Film Award Winner DOP Rajeev Ravi also worked on the campaign.

Russell Barett, Managing Partner at BBH India, said, "We've all done thousands of radio spots before, generally in a studio with trained voices acting out a situation. In this case our studios were Goa, Bir and Ladakh and our voices were real patients who were really white water rafting, paragliding off a cliff and running a marathon in the Himalayas. Establishing the authenticity of what we were doing was incredibly important and working with Resul on this project has been a masterclass in audio craft. His approach to the reality of the experience, his commitment to excellence and his technical inputs have been inspiring. And then Bejoy did a tremendous job of capturing this reality, in a cinematically exciting way. It could very easily have been a very scrappy making of video and while these are technically still making of in nature, they are cinematically a joy to watch."

The Video:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/10/The-race-of-possible.jpg

Credits

Client: Abbott Healthcare Pvt. Ltd.

Agency: BBH Mumbai

Chief Creative Officer and Managing Partner: Russell Barrett

CEO and Managing Partner: Subhash Kamath

Creative Director: Sapna Ahluwalia

Copywriter: Yohan Daver, Shivani Krishan

Art Director: Sapna Ahluwalia

Executive Producer: Rahul Kulkarni

Business Head: Delon Mascarenhas

Sr. Business Partner: Tejal Turakhia

Business Partner: Shivani Dand

Strategy Director: Soumitra Patnekar

Senior Strategist: Naina Meattle

Production House: Black Sheep Live

Head of Production: Niddhish Puuzhakkal

Sound Mixer / Designer: Resul Pookutty

DOP: Rajeev Ravi

Director: Bejoy Nambiar

Info@BestMediaInfo.com

Info@BestMediaInfo.com