Miles Calcraft unveils pounds 8m Breathe initiative

Miles Calcraft Briginshaw Duffy has launched an pounds 8 million multimedia campaign for breathe, the internet service provider.

Miles Calcraft Briginshaw Duffy has launched an pounds 8 million

multimedia campaign for breathe, the internet service provider.

The campaign will be spearheaded by 60-second and 30-second television

spots which break this week and will also cover cinema, press, posters,

radio and online activity.

It targets 18- to 28-year-olds for whom sophisticated technology is part

of daily life.

The 60-seond execution opens on a young man sitting in a cafe. As the

sound of his breathing mingles with the soundtrack, the plate in front

of him begins to sway in time with his breathing.

The man then walks into a bowling alley and we see the bowling balls

roll up and down the alleys - again in time with his breathing.

After locking eyes with a good-looking girl, the couple walk together

past a building site. The tarpaulin on the scaffolding moves in and out

as they breathe in tandem.

The spot ends with a voiceover, saying: ’It’s amazing what happens when

you breathe,’ and the endline ’mobile internet on any network’.

Breathe aims to offer a one-stop shop for accessing information,

services, resources and content on the web. Its technology allows the

creation of personalised portals that will be accessible by laptops,

wireless applica-tion protocol-enabled mobile phones, palm organisers

and personal computers.

Sean Gardner, the chief operating officer at breathe, said: ’The

challenge was to create a memorable and impactful film that was also

well branded. Miles Calcraft has done a fantastic job and we are all

delighted with it.’

Jeremy Miles, the agency’s chairman, added: ’We hope that with this

advertising we will help build breathe as a leading-edge yet funky

technology brand.’

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