The Brief


life. to the fullest.


Abbott is a global health care company based in Abbott Park, Illinois and they needed a little help launching their first ever consumer-facing campaign to the world.

So how do you introduce a 125 year old, $70 billion dollar company you’ve never hear of? You do it at one of the biggest events in the country, Chicago Marathon Week. The city streets, buildings and transit stations were blanketed with the simple yet impactful message, "life. to the fullest”.

As the title sponsor for the Abbott Health and Fitness Expo, our campaign greeted 145,000 racers, supporters and volunteers over the marathon weekend in a massive branded pavilion.

The main attraction was an interactive motion capture experience where visitors entered architectural pods and showed us their joyFullest, playFullest, skillFullest and sometimes they just showed off.

Over 2 days, over 3,000 guests created videos which we’re sent to participants to share via social media and got displayed on huge overhead monitors for the entire expo to see.

The sharable pod videos, digital and out-of-home campaign resulted in over 80 million impressions that set the stage for a successful global hello.


Abbott Health & Fitness Expo


The centerpiece of the expo was our branded motion capture experience.


Behind the Scenes


Our out-of-home work blanketed the city of Chicago during marathon week.