A large breathing wall that would require the breath of the HCP delegates to enable it to continue breathing healthily. Actavis-Allergan to match every donated breath with a donation to a patient support centre.

IMPLEMENTATION: collaboration across a multidisciplinary team of creative, digital, programmers, electrical engineers and product designers - all brought together to handle the design, coding, development, engineering and build. A small prototype was built then upscaled.

TIMELINE: 3-month timeline for the build (due to late concepting/agreement stage).

PLACEMENT: the wall was placed within the allocated booth area - positioned so delegates could see it as they entered the hall.

SCALE: 4mx4m composed of 100 breathing bags, with brand panels and brochures carrying product messages within the booth area

Attracted an unprecedented number of delegates to the booth (compared to previous years) with many engaged and interacting with the central piece: the breathing wall. Over £5000 was raised to support patient support centres.