Abbott Laboratories

McKinney *Lead Agency

Becky Minervino - Group Strategy Director
Liz Paradise - Group Creative Director
Melati Crook - Acct. Supervisor
Mona Hasan - Copywriter
Brian LoPiccolo - Assoc. Connection Planning Director
Christin Prince - Creative Technologist
Leslie Riley - Producer
Tom Sebanc - Copywriter
Meg Sewell - Art Director
Matt Trego - Art Director

Mindshare

Catalyst Public Relations

With mass-market giants far outspending EAS, most consumers were buying less expensive sports nutrition alternatives. But unlike most consumers, our target regarded perseverance and discipline as paramount and felt rewards outweighed sacrifice. The Unstoppable Tour showed how EAS can fuel these athletes' journeys: Spending less than $1 million, we filmed a retired Navy lieutenant commander completing 30 sports in 30 different cities over 30 consecutive days and posted the films on a Facebook app. Unaided awareness grew over 100%, episode views exceeded 250,000, and EAS's Facebook fan base exploded.