Cannes Lions

Skeleton Kinetic - See the whole Story in RA

JNB McCANN HEALTHCARE, Wiesbaden / JANSSEN PHARMACEUTICAL / 2018

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Overview

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Overview

Description

The first part of the tactic is all motion sensor and mimics the movement of the attendee, while they move their joints - the redder the areas become on the screen. after 10 seconds, we transition into a short film detailing the other effects - beyond the physical - that RA has on patients.

Now it’s time to see the bigger picture. Rheumatoid arthritis doesn’t just affect the joints. Patients with RA are more likely to suffer from anxiety, depression and low self-esteem. Chronic inflammation alters dopamine levels increasing depression decreasing motivation Lowering adherence Exacerbating inflammation. It’s a vicious cycle Furthermore, the psychological effects of RA can extend to partners, families, colleagues and you. Are you seeing the whole story in Rheumatoid Arthritis?

Execution

We worked under a short timeframe (~6 weeks) to develop a storyboard, work with our vendors to program the kinect interactivity and also develop a short animated film. In the booth, we set up two vertical length screens on either end to catch the foot traffic of the congress.

Outcome

• 14.308 participants from 130 countries EULAR 2017 Madrid, Spain 14–17 June 2017

• The activation generated 600+ interactions per day

• Activation traveled across 4 continents

• Patient Feedback:

“As a patient, I’m really glad you’re high- lighting these effects, as I’ve experienced them myself”

“It’s not common for these issues to be discussed here. It’s refreshing to see the problem brought to light”

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