Halls exists to help people breathe better and has always encouraged people to take deep meaningful breathes. In the past the brand has aimed this breathing to help people attain success in epic situations like reaching the top of a mountain, riding a wave or the moment before your wedding or a job interview. But we took a new approach by helping people breathe through everyday moments.

The brief was to create ideas that helped people feel ready to take on the moment, but breathing should be a constant practice in our days, and it shouldn’t be reserved only for the big situations but can help us through everyday moments.

So, the campaign encourages people to breathe throughout the day even in those little moments that feel tense and complicated. Because when you just take a breath, you’ll realise, that more often than not, everything will be okay.

We opened up the casting across Europe and the UK, with a script and a rough pilot read, to search for males and females between the ages of twenty and sixty. From a shortlist we selected and recorded three artists, but they didn’t work.

So we cast again, widening the net to include USA, Canada and South Africa. We selected two artists to record but they were also not quite what we were looking for. Then we approached comedians we knew from previous collaborations and worked with them to get a read we liked. But when we presented all the options and discussed everything internally, everyone really loved the voice that did the pilots. We spent our casting budget to discover that we loved the pilot voice. Which was an untrained writer that made mistakes and had an imperfect voice, giving an imperfect performance, and a more everyday human performance.

At the time of launching the campaign has not yet received final results.

The radios are the starting point of a bigger brand platform, a new and fresh way of redefining breathing for Halls. Big markets like Brazil, Mexico, the UK and USA are already exploring the spots to give them a native context, to adapt them to local insights.

The concept is so powerful that the campaign is currently being adapted to film, static media, activation and promotions. What started as an audio campaign is becoming the new global campaign on all mediums for Halls.