GlaxoSmithKline: Breath of life – Tradition, technology, and art put together to make a life-saving piece of tech

COTW — Sat, 27 Feb 2021 13:22:26 +0000

Chronic Obstructive Pulmonary disease is a serious health concern that is largely ignored as people consider it just shortness of breath. 100 Million people get diagnosed with COPD in China every year. While the number of people getting diagnosed is already very high, the real numbers are still huge and undiscovered. GlaxoSmithKline, along with McCann health and Wechat, has discovered a high-tech, cultural, and effective way of diagnosing people. The breath of life is a program set to function with the largely popular Chinese messaging app, WeChat. The user is supposed to blow air into the mobile phone’s microphones, which will result in the formation of the traditional Chinese blow painting on the screen of the mobile phone. If the painting is 70% and more than 70% complete, then there is a greater chance that one is free from the disease. If not, one is advised to get tested.

The first week of the campaign launch got a whopping 10000 click-throughs, and the numbers are only supposed to increase. The breath of life campaign also received the Grand Prix award at the Cannes ad festival.

The campaign has beautifully been able to establish a great symphony with technology, culture, and science. The Chinese pay huge respect to their traditions and culture, and this is one great way to display the beautiful form of art with great and helpful functionality.

Credits
Brand: GlaxoSmithKline
Campaign: Breath of life
Advertising Agency: McCann Health

Ontario Lung Association – The Unfun Balloon

COTW — Sun, 15 Dec 2019 17:50:56 +0000

All those balloons you blew up for your last party were, in fact, a test of your health. You just didn’t know it. BBDO Toronto is making sure that the next time Canadians blow up a balloon, they do heed what it’s telling them. The Unfun Balloon by Ontario Lung Association.

The Lung Association – Ontario and BBDO Toronto are urging Ontarians to take The Unfun Balloon test. The new test is part of an effort to raise awareness of Chronic Obstructive Pulmonary Disease (COPD). COPD is an umbrella term for a group of progressive lung diseases including emphysema and chronic bronchitis. It is expected to become the third largest cause of death worldwide by 2020. An estimated 1.6 million of the approximately 3.2 million Canadians currently living with COPD don’t know it. That means they’re not looking for potentially life-saving medical treatment.

“With such a large number of people estimated to be living with COPD who have not yet been diagnosed, it is crucial that we do what we can to ensure they get the treatment they may desperately need,” says George Habib, president and chief executive officer, The Lung Association – Ontario.

The Lung Association is mailing The Unfun Balloon to GTA residents so that they can conduct the test at home. BBDO’s accompanying awareness campaign is built around a video in which a group of (nervous) people is given the UnFun Balloon test. Cleverly, the video stops before the viewer sees if they are successful in blowing up the balloon. That’s a very strong motivation device.

Credits
Advertiser: Ontario Lung Association
Campaign: The Unfun Balloon
Advertising Agency: BBDO, Toronto, Canada
Chief Creative Officers: Denise Rossetto, Todd Mackie
VP, ACD: Chris Booth, Joel Pylypiw
Art Director: Bryan Howarth
VP, Group Account Director: Rebecca Flaman
Account Director: Saloni Wadehra
Account Coordinator: Nasreen Mody
Director: Chris Booth
DoP: Angel Navarro
Sound: Przemek Zalinski
Editing, Post-Production: Saints Editorial, Christopher Chang
Colour: Alter Ego

Tags:
The Lung Association, Chronic Obstructive Pulmonary Disease, Film, Canada, Public Interest, NGO, Ontario Lung Association, BBDO, Ontario Lung Association, The Unfun Balloon

Chronic Obstructive Pulmonary Disease – Campaigns of the World

GlaxoSmithKline: Breath of life – Tradition, technology, and art put together to make a life-saving piece of tech

Ontario Lung Association – The Unfun Balloon