CHALLENGE

Evolve Abbott from a health care products company to a healthy lifestyle brand. Create the first consumer-facing brand campaign in the company's 125-year history.

INSIGHT

Health opens up our experiences and our potential. It allows us to do more and live better, fuller lives. SapientNitro developed a campaign that celebrates the enabling power of health and "Life. To the Fullest."

SOLUTION

"Life. To the Fullest." and the "-fullest" campaign launched the week of the marathon in Abbott's hometown of Chicago, and featured Out of Home, Corporate WWW, Social Media, Digital Installations/Experiential and Event Sponsorship.

OUTDOOR PRINT

TRAIN STATION DOMINATION

WWW

SOCIAL MEDIA

THE ABBOTT WORLD MARATHON MAJORS

Debut the first ever title sponsorship of the World Marathon Majors at the 2015 Tokyo Marathon.

 
 

RACE DAY CHEER ZONE @ MILE 25

ABBOTT HEALTH & FITNESS EXPO EXPERIENCE

Some moments are so full of life, you have to slow them down to truly capture it all. So at the Abbott Health & Fitness Expo, home of pre-race packet pick-up, we invited participants and supporters to step into our slow-motion capture video booths and celebrate "Life. To the Fullest."

 
 

At the London Marathon Expo today, Dick Beardsley and Inge Simonsen reenact their 1981 #handinhand #LondonMarathon win #lifetothefullest

Posted by Abbott on Wednesday, April 22, 2015

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Just like these folks, we're pumped for the marathon this Sunday. Swing by the Abbott Pavilion at the Abbott Health and Fitness Expo to show us how you celebrate your full potential.

Posted by Abbott on Friday, October 10, 2014

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