For over 130 years, Abbott has been helping people lead fuller lives through the power of health. Our purpose - LIFE. TO THE FULLEST. – encapsulates this succinctly.

For the past few years, Abbott has been using real people in their campaigns, who’ve overcome personal health challenges, in order to inspire others. Like our previous campaign ‘Alive Spots’, the first of its kind radio spot, where we recorded live spots with real people with health conditions while rafting through rapids, paragliding or running the world’s highest marathon.

We were tasked with creating a film that extends this idea. Something that would inspire people to live a full life, despite the health challenges they may face. While also focusing on how modern healthcare with the help of Abbott’s life changing technologies, products and programs, has helped people lead a life full of rich experiences and fulfilling moments.

We see a woman heading up a mountain. She walks on a platform, overhanging a cliff. We see safety equipment being put on her. She stands at the edge of the platform and takes a deep breath. Just then, the director yells cut.

The director reveals that he had a heart attack and that if it wasn't for modern medicine he wouldn't have been there directing that film. We see other members of the cast and crew reveal how they too wouldn't have been there without modern medicine.

We cut back to the woman standing at the edge of the platform. She reveals that she had vertigo and bungee jumps off the platform.

We hear the VO artist. She reveals that she’s a cancer survivor. She then talks about how modern medicine has helped people like her lead better lives.

Our film was first launched simultaneously on TV and digital.

The film was supported by 8 web films and 8 editorials.

And people could discover the inspiring stories of individual members of our cast and crew on our content hub.