Abbott “Freedom” Campaign THE ASK Build on the tremendous energy and passion of the current FreeStyle Libre consumer base and move the brand messaging from functional to emotional, while respecting the true voice of the consumer. THE APPROACH Comb through the hundreds of consumer testimonials submitted online to find a handful of passionate advocates who represent a broad spectrum of experiences and backgrounds. Bring the advocates to Toronto and partner with the video production team at Skin & Bones to bring each advocate’s story to life through a series of emotional testimonials. Listen carefully to the stories, pull out the common themes and use these as the foundation for a 30s broadcast spot. Keep all formats in mind so the testimonials and broadcast spot can actually be turned into more than 20 different video assets across various channels. THE RESULTS 4 days of honest and emotional shoots, resulting in four deeply impactful testimonial stories. A 30 second spot featuring real people, not actors. Meaningful testimonials from real consumers and a campaign that changed the way the brand speaks to Canadians.