By Ogilvy, London, UK

For Philips Brand Philips Health Watch

Highly Commended in category Health & Wellness

In subcategory Consumer-Digital

Project Description
While ordinary Fitness Watches are aimed at the young and healthy, the Philips Health Watch and Health Program embraces a whole new audience; over-50s, with health concerns. The emphasis is on improving health, rather than fitness. And the health of our hearts, most of all. How could we best demonstrate this innovative approach? By showing the product in action, in the true story of one man’s health transformation. Keith Hart is a dedicated Elvis fan. He realized that, like his hero, his own health had reached a mid-life crisis. And it was time to take action. We showed him making small lifestyle changes to strengthen his health and stamina over 6 weeks, supported by the Philips Health Watch and Health Program. Dreary? Anything but. Coached by one of the world’s top Elvis tribute artists, Keith achieved his lifelong ambition of appearing in Memphis. Thanks to Philips, Elvis Lives.
Agency Solution
Elvis Presley is just as well-known for his health issues as his music. Years of unhealthy habits caught up with him when he died of a heart attack at age 42. We wanted to find out if Philips’ Health Watch and personal health programmes could help Elvis live again.
The film tells the transformative story of Keith Hart – an ordinary guy with a family history of heart disease and a desire not to follow the same path as his idol – taking a little more action to improve his health.
We set him up with a Philips Health Watch and a mentor – Dean-Z, world-famous Elvis Tribute Artist – to find out if Keith could become The King in 5 weeks. By making a series of small lifestyle changes, Keith was able to fulfil his lifelong dream of performing on stage as his hero at Elvis Week in Memphis.
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