The purpose of the MySpiriva film was to raise awareness of the MySpiriva App, which was to educate HCPs and patients - and of course to promote SPIRIVA.

For SPIRIVA, the key challenge was to ensure patients are educated on how to correctly self-administer SPIRIVA with the HandiHaler and also to ensure that HCPs diagnose COPD and prescribe SPIRIVA as a foundation therapy.

In addition to information on SPIRIVA, the MySpiriva App offers HCPs the knowledge and tools to help their patients stay well for longer.

We created a short film to sell the benefits of the app, which reps had on their iPads, to HCPs. The creative features lungs that are made up of different icons that represent what doctors can expect to find in the app. We created the lungs in 3D then set about creating a film that creates intrigue, where we fly through the lungs - only revealing at the end that they are indeed lungs. The sign off: "take an educated breath" (with MySpiriva). GPs have reacted very positively to the creative idea - a fresh approach to what could be perceived as dry content.