BBH Mumbai uses real customers in radio spots for Abbott’s The Race of Possible campaign

Case Study: BBH Mumbai has just released a case study on the first – ever live radio spots for Abbott’s The Race of Possible’ campaign which has received overwhelming response in India.

Abbott launched ‘The Race of Possible’ campaign as part of its global brand campaign – ‘Life to the fullest’.

The campaign celebrates people who have lead healthier, fuller lives because of Abbott’s breakthrough products and innovations.

VIEW THE CASE STUDY FILM

As a part of the integrated campaign, BBH was tasked to drive local relevance through radio. Defying the predictable category norms, BBH created a first – ever radio campaign that was recorded live across three locations in India.

Using real people with real medical conditions, audio was captured when these patients performed three different high adrenaline sports, pushing their physical boundaries.

To extend the campaign to a larger audience, BBH captured ‘the making of’ the radio spots.  The digital films, released from 19th September, 2016 have received overwhelming response, with over 2.6 million views and growing activity across social media networks.

The stories were also taken outdoors across Mumbai and Delhi.

BBH collaborated with the best in the business on the campaign – with Oscar – winning sound designer Resul Pookutty, acclaimed filmmaker Bejoy Nambiar and National Film Award Winner DOP Rajeev Ravi.

Chief Creative Officer & Managing Partner – Russell Barrett 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.”

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