The idea was to invite the audience to take part in an onscreen breathing exercise. As the exercise progressed the instructions and onscreen breath became shorter and more uncomfortable. It was then revealed to the audience that the breathing pattern they were challenged to breath along with was that of someone with cystic fibrosis.

This struggle that they went through in 60 seconds is something a person with CF faces every single day.

• Implementation

We recorded someone with Cystic Fibrosis breathing and used that a the basis of our ad. We animated and shot the effect of breath on cold air around this Breathing..

• Timeline

It was produced over four weeks.

• Placement

Cinema Advertisement

• Scale

Shown in 73 cinemas before every over 12’s film throughout the Republic of Ireland for 6 weeks.

Business impact – sales, donations, site traffic

The ad ran for 6 weeks in 73 cinemas in the Republic of Ireland and achieved the follwoing results;

+15% in awareness

+105% in online & text donations