We got real people with real medical conditions to participate in adventure sports as we recorded this radio spot in real time
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Objective
To use radio to demonstrate how Abbott’s range of breakthrough products and supplements help people push past their potential, and lead healthier, fuller lives.
Insight
There is nothing as inspiring as seeing a person with a medical condition living his or her life to the fullest.
Solution
To get real people helped by Abbott, to participate in challenging adventure sports, and record radio spots live.
My role
I worked with the senior copywriter in scripting the idea for both radio and video. I also worked on arriving at the adventure activities that best brought alive the idea.
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Watch the making of the Abbott radio spots:
Radio Spot 1 - White water rafting - Sameer, 54, Heart Patient
Marathon in the Himalayas – Cdr Harish Mehra (Retd), 64
Paragliding - Gerald, 40, Diabetic
Noteworthy awards
THE ONE SHOW
CATEGORY: INNOVATION IN RADIO
AWARDED: MERIT
VIEW ENTRY: http://www.oneshow.org/viewentries/?id=36737
VIEW THE FINALISTS: http://www.oneclub.org/awards/theoneshow/finalists/-list/12/62/select
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EXCHANGE4MEDIA GOLDEN MIKES 2017, RADIO ADVERTISING AWARDS
ENTRY NAME: ABBOTT ALIVE SPOTS
CATEGORY: CREATIVITY – BEST FIRST TIME CREATIVE
AWARDED: GOLD
ENTRY NAME: ABBOTT ALIVE SPOTS - RAFTING
CATEGORY: CREATIVITY – BEST SINGLE COMMERCIAL - PHARMACEUTICAL, HEALTHCARE AND WELLNESS
AWARDED: SILVER
ENTRY NAME: ABBOTT ALIVE SPOTS
CATEGORY: INNOVATION – BEST FIRST TIME INNOVATION
AWARDED: GOLD
Credits
Client: Abbott Healthcare Pvt. Ltd.
Agency: BBH Mumbai
Chief creative officer & managing partner: Russell Barrett
CEO & managing partner: Subhash Kamath
Creative director: Sapna Ahluwalia
Copywriter: Yohan Daver, Shivani Krishan
Art director: Sapna Ahluwalia
Executive producer: Rahul Kulkarni
Business head: Delon Mascarenhas
Sr. business partner: Tejal Turakhia
Business partner: Shivani Dand
Strategy director: Soumitra Patnekar
Client: Abbott Healthcare Pvt. Ltd.
Agency: BBH Mumbai
Chief creative officer & managing partner: Russell Barrett
CEO & managing partner: Subhash Kamath
Creative director: Sapna Ahluwalia
Copywriter: Yohan Daver, Shivani Krishan
Art director: Sapna Ahluwalia
Executive producer: Rahul Kulkarni
Business head: Delon Mascarenhas
Sr. business partner: Tejal Turakhia
Business partner: Shivani Dand
Strategy director: Soumitra Patnekar
