Living with COPD (chronic obstructive pulmonary disease) isn’t easy – the daily struggle to breathe has a ripple effect on people’s quality of life. Historically, most campaigns talked vaguely about “life on your terms” featuring attainable lifestyle imagery. Connecting with how people felt with the condition, and what they wanted to change? Not so much.

The “Elephant” campaign changed that. By depicting “I feel like I have an elephant sitting on my chest,” we reflected a vital truth: with the help of SPIRIVA, COPD no longer weighs you down. By depicting COPD as this huge, omnipresent figure, we created an iconic representation of the barrier to the freedom they desired.

“Elephant” demands attention. The imagery is meant to stop viewers in their tracks and self-assess their own COPD realities. The tonality brought a fresh and unique perspective to the condition, adding real, empathetic humor.

The elephant may be a part of their lives – but it’s now part of a more optimistic daily routine – an authentic brand message for people looking for that connection. For people living with COPD day in and day out, it was like a weight lifted off their chests.