The Spinal Injuries Association (SIA) came too us with a clear brief to help them raise awareness of what they do as charity on a local and national level. At the same time like all charities there has been a noticeable drop in donations so this was key to.
As we all know too well a spinal injury can effect anyone of us. Every year in the UK 1,000 people sustain SCI. Break this down further and it's 3 people everyday experience a life changing injury where the damage can be partial or complete.
This kind of insight was crucial in getting passers by to really empathise with what it was like to live with a SCI and how to they might cope themselves with simple everyday challenges - like making a cup of tea or just getting your shoes on. Anyone of these can become gruelling and time-consuming, that can test your patience to the very limit.
We came up with a overarching campaign thought called 'Donate to Accelerate which brilliantly illustrated the support SIA offers, accelerating people's progress towards independence and making the everyday achievable again. Interactive tech was at the heart of the experience which in turn became an advertising first within DOOH.
We made sure we timed this to coincide with the National Disabled Access Day which launched in Manchester using Oceans full motion 'The Loop' network plus on the day experiential activity.
To get passers by on the streets to react and really empathise we put themselves in the mindset of two spinal inured people in two very everyday films. Both films were shot from a first-person perspective. Which meant we could immerse passers by in how arduous everyday tasks are, progress can be painfully slow, making for excruciating viewing.
The D6 films then prompted passers-by to accelerate their rehabilitation by donating £2 to SIA. If a donation was made using the built contactless card readers the struggle instantly fast forwarded to the moment when the task was successfully completed.
This idea went onto to be awarded at the Ocean & Campaign annual DOOH creative awards. Where it was awarded for creatively pushing the boundaries in DOOH, using emerging creative and technical innovation.
Helen Haines, Ocean head of marketing:
Helen Haines, Ocean head of marketing:
"This campaign is the first time we have fast-forwarded a DOOH ad.
The whole idea is subtle, clever and imaginative, making it a worthy winner of Ocean's digital creative competition."
The whole idea is subtle, clever and imaginative, making it a worthy winner of Ocean's digital creative competition."
Creative Credits:
Creative Art Director/designer Simon Nicholls / Alban Laurent:
Copywriter: Helen Sharp
Senior Creative Technologist: Kim Lawrie /George Devedlaka
Film Production: Clouded Vision
Director: Dean Moore
Producers: Tom Sweetland and Simon Lane