Pfizer Canada is encouraging Canada to breathe in life with 'Breathe', a new, online film.
Now playing online at morethanmedication.ca, the film was created by Pfizer Canada as part of Pfizer’s innovative More than Medication wellness initiative. It was developed in collaboration with advertising agency partner zig and interactive agency partner Klick, with the national media by handled by Mediacom Canada, all based in Toronto.
The short film shares a sweeping symphony of human experiences from the everyday to life-altering, all punctuated by a single breath. The made-in-Canada film features a mix of intimate, lighthearted and intense scenes, including: a woman appreciating fresh cut flowers; an excited child blowing out birthday candles; a teen cannonballing into a swimming pool, a firefighter struggling to inhale, surrounded by a blaze of smoke and flame. The film builds to a surprising and moving conclusion. At the close of the film, a narrator says the following words as they appear on-screen: To be truly healthy, sometimes we all need to take a breath. Pfizer believes that to be truly healthy, it takes more than medication. Visit morethanmedication.ca. “Pfizer Canada recognizes that to be truly healthy, it takes more than medication," says Ghislain Boudreau, Pfizer vice-president of public affairs and stakeholder relations. "It also takes appreciation and celebration for how powerful small things like a single breath can be.” “Breathe is a reminder to slow down and appreciate the moment,” says Boudreau. “Stress and feeling overwhelmed are one of the most common things Canadians tell us they battle on a daily basis. We hope that Breathe inspires Canadians to visit morethanmedication.ca to learn more about what they can do to manage stress and feel well.” Breathe never mentions medications or products. The online film closes with an invitation to visit morethanmedication.ca, where you will find deep breathing exercises and much more. Morethanmedication.ca is Pfizer’s made-in-Canada health resource that’s devoted to helping Canadians live healthier lives by providing comprehensive, non-medicinal health and wellness information. In addition to a variety of wellness tools, visitors can explore six health areas that include: Eat Better, Manage Stress, Strengthen your Mind and Body, Relate Better, Be in Charge of your Own Health Care and Be Brave. Breathe creative team included: Martin Beauvais, executive creative director; Mark Puchala, art director; Geoff Morgan, writer; Dave Sorbara, music producer; Dave Medlock, agency producer; Glenn Zujew, creative director; and many others. Watch the online films in English and French.
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