Cannes Lions

Stand Up to Cancer EEG Experience

McCANN XBC, New York / MASTERCARD / 2016

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While MasterCard and Stand Up to Cancer are set to achieve the ambitious goal of curing cancer, we know that when we concentrate our minds, we can achieve great things.

But who focuses best?

At The Night Before the Oscars event, we gave actors a fun, interactive way to test their minds and compete, all while standing up to cancer.

Attendees had the chance to see who could most quickly raise a kneeling statue… using only their concentration.


A team of designers and creative technologists came together to bring magic to life.

We designed a statue-like, 8-foot art piece of two kneeling figures.

EEG headsets that measure the intensity of three different brainwaves were integrated into the installation; their outputs were converted to affect the movement of the figures.

Two actors at a time competed to see who had the most concentrated mind and who could stand up to cancer first: the more focused a participant was, the stronger their brainwaves and the faster their figure erected.


Out of 1,500 attendees at The Night Before the Oscars, 500 celebrities and executives stopped by our activation to participate, each engaging for an average of 3 minutes.

Some celebrities participated multiple times. Adrian Brody holds the record for 5 sessions.

The $150,000 activation earned Stand Up to Cancer millions of dollars worth of celebrity support.

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