| Title | Chicago Marathon |
| Agency | Publicis Sapient |
| Campaign | Chicago Marathon Brand Launch |
| Advertiser | Abbott |
| Brand | Abbott |
| Date of First Broadcast/Publication | 2014 / 10 |
| Business Sector | Health & Pharmaceutical Products |
| Philosophy | Despite being well known and respected within the health industry, Abbott was little known to the general public. So after 125 years, it was time to introduce Abbott to the world and launch our first ever consumer facing brand campaign. With the goal of celebrating the enabling power of health, the “Life. To the Fullest.” campaign was born. The campaign was launched in Abbott’s hometown of Chicago during the week of the Chicago Marathon. We began by canvassing Chicago’s buildings, streets, transit stations and bus shelters with out of home ads that carried our simple, impactful message. Then, as the title sponsor of the Abbott Health & Fitness Expo, we constructed a massive, branded pavilion to greet 145,000 marathon participants and supporters as they picked up race packets – and a little last-minute inspiration – during the two days leading up to the event. Visitors to the pavilion were invited to make their mark on the 2014 marathon by signing our 7’ tall, three-dimensional Abbott A and take their first step towards the 2015 Chicago marathon by entering for a chance to win a guaranteed race entry. But the main attraction was our interactive motion-capture experience.Here, we invited expo attendees to enter our custom built architectural pods and share their individual expressions of “Life. To the Fullest.” Once inside these pods, the participants were given 1.5 seconds to jump, cheer, dance – whatever they wanted – to demonstrate the enabling power of health.Using state-of-the-art high speed motion capture technology, the action was recorded at 450 frames per second and played it back in super slow motion, fully capturing every detail. |
| Result | The resulting 15-second videos were played back on huge screens hanging above the Expo for all to enjoy. They were also sent to participants on a personalized web page that allowed the experience to be shared and spread to social networks with a click. For two days approximately 3000 people lined up to participate, creating 927 videos that were played back for tens of thousands of people at the Expo and viewed online an average of at least 11 times each. The campaign successfully introduced Abbott and set the stage for our global launch in 2015. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Gary Koepke |
| Executive Creative Director | Val Carlson |
| Associate Creative Director | Aaron Cacali |
| Associate Creative Director | Kim Shafer |
| Innovation Director | Howard Goldkrand |
| Senior Manager, Technology | Josh Creter |
| Art Director | Stephanie Ayoob |
| Copywriter | Peter Toutant |
| Senior Interactive Developer | Dustin Mershon |
| Account Director | Elizabeth Papasakelariou |
| Senior Manager, Brand Strategy | Luiz Salles |
| Project Manager | Michael Newsome |
| Senior Associate Producer | Christine Cafiero |
| Producer | Lynda Field |
| Experiential Agency | Fake Love |