Philips is a Health Technology company that seeks to improve the lives of billions through unexpected innovations.

However, many people think they just sell TVs and shavers.

Ogilvy was tasked with challenging this view and bringing their ambition to life.  We chose to do so through a series of ‘Living Labs’. Long form content which demonstrates how Philips’ products make meaningful differences to people across the world.

For the first of these, we gathered 20 people with respiratory problems and provided them with Philips’ new portable oxygen concentrator, the SimplyGo Mini, which can help give independence to those who might ordinarily be bound to heavier equipment or a hospital bed. With the help of celebrity choirmaster Gareth Malone, this unlikely group became the ‘Breathless Choir’.

The film documents our courageous choir over the course of five days. They go from mumbling through nursery rhymes to belting out Sting’s ‘Every Breath You Take’ on stage at the iconic Apollo Theater in New York City.

The film launched online on 18th November 2015 to coincide with World COPD (Chronic Obstructive Pulmonary Disease) Day. To date, the film has received well over 8 million views on YouTube and counting.