FleishmanHillard Celebrates Top Cannes Health Lions Honor for Philips Breathless Choir Campaign
CANNES, June 18, 2016 – FleishmanHillard (as a part of OneVoice Connect, a consortium of Omnicom agencies) netted two Silver Lions for the agency’s contribution to the Philips Breathless Choir campaign at this year’s Lions Health competition at the Cannes Lions International Festival of Creativity. The campaign won the Grand Prix for Pharma; Silver Lions in the Pharma – Devices & Diagnostics and Pharma – Corporate Image & Communications categories; a Bronze Lion for Pharma – Corporate Image & Communication; and two Gold Lions for Health and Wellness – Corporate Image & Communication. FleishmanHillard’s work was recognized in the Pharma – Devices & Diagnostics and Pharma – Corporate Image & Communication categories.
Breathless Choir was in integrated campaign led by Ogilvy & Mather. The two Lions are the first win at Lions Health for FleishmanHillard. Now in its third year, Lions Health celebrates marketing and advertising campaigns in the healthcare sector that harness creativity to truly change people’s lives.
The Philips Breathless Choir campaign demonstrated that Philips is a company dedicated to changing people’s lives. With the help of world-renowned choirmaster Gareth Malone and the Philips Simply Go Mini Oxygen Concentrator, 18 people with breathing conditions – for whom every breath is a struggle – were taught to sing. After five days of rehearsals, they performed at the Apollo Theater in New York City. The incredibly moving campaign launched on World COPD Day, and gained more than 15 million views across platforms, had a 20% share rate, and earned 650M+ media impressions.
“The Philips Breathless Choir was part of a campaign to change perception of the Philips brand, shifting from its traditional image as an electronics company, to its present day status as a healthtech organization that improves lives through meaningful innovations. The choir is a great example of meaningful innovation that can actually improve people’s lives. The PR program ensured that the Choir had visibility and awareness not just in the US where it was launched on World COPD Day but around the world,” said Eva Barrett, global head of Brand Marketing Communications at Philips.
Cannes Lions is the world’s biggest annual awards show and festival for the creative communications industry.