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.’



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus