-The London Marathon is the largest single day fund raising event; as such it has high awareness in and around London. We leaned into this by connecting our advertising to the sponsorship of the race and showing/telling what’s possible with great health. This included OOH and transit advertising, including a custom digital unit running marathon weekend in Piccadilly Circus that featured the (first) names of each of the London marathon runners.

At the expo the Abbott both was centered around a Parkour/free-running team to show what’s possible with health and then engaged consumers with different activation areas to learn about Abbott’s business’s and products.

Marathon Sunday brought it all together with 300 Abbott employees at Mile 18.5 cheering for the leaders through to the back of the pack, and helping motivate all the runners to complete their personal goal.

The strategy and idea were global human truths and the film had to work globally adn connect locally. Thus a broad range of casting to capture a range of ethnicities, ages, demographics, etc. additionally while this is the global edit we creative specific cuts.

Using the storytelling device of a marathon gave us a rich metaphor for life’s journey and the embodiment of pushing past possible, everyday. Each scene strove to be globally relevant and ultimately provide a poignant connection to what it means to life a full life and inextricably connect that aspiration to Abbott.

As measured by Kantar health the work met or exceeded our goals, as noted below: