Innovation—Creativity
With grateful thanks to our sponsor
A ground-breaking campaign for a ground-breaking product.
MRIs can be distorted by movement; even heartbeats, breathing and blood flow can compromise diagnostics. But new AI-driven software makes scanning so quick that motion is no longer a problem.
The launch campaign fused creative expression and technical expertise, using a digitally enhanced dance performance to showcase the medical scans and technical achievement of Life-Speed Imaging.
This eye-catching, convention-defying work was made possible by a unique combination of projection mapping, generative animation and real-time motion-capture: a truly innovative production.
Judges Comments
The Sonic DL campaign makes truly ground-breaking use of different technologies to create a stunning visual and sensory experience. The range of technical features work together seamlessly to deliver an output that is not only visually impactful but also, critically, has a direct relation to the strategic message. In fact, the judges appreciated that whilst the high degree of creativity and technical expertise is clear, it is not innovation for innovation’s sake; the entire campaign clearly links back to the fundamental idea anchored in the differentiating factor of the product—leaving you with an innovative creative that delivers.
The winning combination of creative thinking, utilising technology and a well-articulated submission made this entry stand out to the panel. Eye-catching, memorable, and scalable across an omnichannel campaign—it clearly has the “wow” factor.
Eta Rodger, Senior Digital Director, Four
The BD MAX is a diagnostic tool with amazing capabilities. It processes over 40 different pathogens and analyses up to 96 samples every 24 hours. Yet, most customers weren’t aware of the machines full potential. We set out to change this.
Working with engineers and scientists, we translated unique pathogen protein sequences into audio samples that lab workers could use to make their very own musical beats.
A world first, and a way to listen to syphilis, campylobacter, MRSA and many more—this digital experience communicated the full range of assays and benefits the BD MAX offered.
“Meet the MPN 10” used bold and immersive street art to bring a group of rare blood cancers to life.
Eye-catching “MPN 10” giant numbers were hand-sculpted and decorated, each inspired by symptom descriptions provided by people living with MPNs. Behind-the-scenes footage of the artists in action, and an interview with the Chair of MPN Voice, formed a powerful video that was used in an attention-grabbing, paid digital campaign.
QR codes on the sculptures revealed each of the characters in 3D, immersing the viewer in the reality of symptoms and driving awareness of this rare and life-limiting disease area.
Our brief from Gedeon Richter was to create an endometriosis awareness campaign to help close the agonizing 8-year-plus wait for a diagnosis. Currently 1 in 10 women+ in the UK suffer crippling pain, heavy periods, and exhaustion every day.
Through research, we uncovered the backbone of the campaign; women+ dismiss symptoms as “normal” until a “circuit breaker” intervenes. Enter the boldest circuit breaker of all; the Red Flag Campaign launched at IsItEndo.co.uk, a hub for both patients and GPs. The patient hub includes a Chatbot symptom checker, while the GP hub offers diagnostic guidance.
With 88% of women+ likely to consult their GP after seeing the campaign, it’s already driving change.
This submission exemplifies digital innovation and creativity through an algorithm-based tool, co-created with an Expert Steering Committee.
Designed as an interactive PDF (iPDF), it simplifies complex medical guidelines for healthcare professionals. The iPDF mimics app functionality, ensuring easy navigation, quick access, and usability in various clinical settings, including those with limited Wi-Fi. This digital approach allowed rapid development, cost-effectiveness, and easy adaptation across 23 markets without falling under medical device regulations.
Recognised as best practice within BMS and winning the BMS Innovations Tournament 2023, the tool has been praised as a “game-changer” by clinicians.
DermaPro is the first 3D calculator for dermatologists to calculate the severity and extent of psoriasis known as the PASI score.
Previously, HCPs estimated the % psoriasis coverage based on their visual observations, but DermaPro calculates coverage based on the area “painted” onto a 3D model—a novel and intuitive solution that helps inexperienced dermatologists accurately calculate PASI scores.
Specifically designed to make it easy to input data via smartphones, DermaPro allows doctors to move around the patient while transposing what they observe directly onto the 3D model; increasing precision of measurement.
Our client’s product is a treatment for muscle spasticity. But injecting the right dose is complex. We needed a solution to increase accurate dosing.
A tool was created, helping HCPs pinpoint the right dose to the right muscle. Fully interactive, it was designed to be as close as possible to real life. Developed by a Global team, it’s been adapted to 15 markets.
100% of affiliates said it’s easy to use and localise and they would recommend it; the tool has been a huge advance in treating spasticity.
August 2024 | ALLCHC-ALL-000818
Welcome to a gentle journey through paediatric nutrition with the Enfamil Benefit Experience. Leveraging NASA’s groundbreaking Mars Rover-inspired Gigapixel technology, this vDetail created a bespoke user experience to redefine product interaction in paediatric nutrition.
The vDetail has proven exceptionally effective, giving sales teams a deeper understanding of digestive health benefits and probiotic enhancements. Our platform isn’t just innovative; it’s a warm, engaging way to learn about—and trust in—the science of baby nutrition, where every click unveils key benefits of Enfamil Gentle.
