Helping patients overcome everyday challenges


Abbott as a brand is driven by the people it serves. The brand platform ‘LIFE. TO THE FULLEST.’ brings to life the single-minded value proposition of how Abbott harnesses technology and innovation to help people live healthier lives. Our challenge was to create and build a campaign to communicate this message in a human and effective way.


Toaster created communications which delivers the message that Abbott’s life-changing technologies enable people to live life uninterrupted.

‘Don’t Wait for…’ is common parlance, and is a creative extension of this very brand essence; it becomes a strong vehicle to communicate many everyday experiences which for some people become everyday challenges.