In an effort to help those with Chronic Obstructive Pulmonary Disease (COPD) breathe a little easier, Philips' put together a remarkable 'Breathless Choir.' While the campaign was created to promote Philips' products, the heart-warming imitative also helped to raise awareness for those struggling with respiratory illnesses.
The Breathless Choir campaign -- created by the ad agency Ogilvy & Mather London -- involved bringing together 18 strangers dealing respiratory conditions such as COPD, asthma and cystic fibrosis. Each of the participants was then given the opportunity to work with choirmaster Gareth Malone, who taught them how to sing again.
By highlighting the real lives of those who use Philips products, the campaign helped to create a more personal connection between the brand and consumers. As Gerry Human of Ogilvy & Mather London explains, "The campaign shows that Philips have changed their business, but not their principles."