Did you know that dancing can alleviate Parkinson’s disease symptoms? Thanks to J.Walter Thompson, Melbourne is finding out.
The agency’s outdoor campaign, created with JC Decaux, is spreading the word about breakthrough Parkinson’s disease research being undertaken by La Trobe University.
Motion-activated digital panels have been installed at three of Melbourne’s busiest stations. When they detect people waiting for public transport or walking by them, ‘Anne’ (a Parkinson’s sufferer who is featured on the panels) asks if they’d like to dance.
When people then move in front of the screen, Anne begins to dance. After a short time, she thanks the passer-by and information about La Trobe’s research appears on-screen.
The idea and creative platform developed by J. Walter Thompson also to underpins La Trobe’s brand essence, Bold thinking with a conscience.
“La Trobe undertakes a raft of groundbreaking research to benefit the entire community. Therefore it was important we developed a creative platform that would not only capture the public’s attention, but engage in a one-on-one experience to reinforce the amazing and very real effects its work and therapy can have,” J. Walter Thompson creative director, Tim Holmes, noted.
“The use of motion activated technology in public places is an exciting way to communicate the importance of our research work, and how it is benefiting individuals in a very personal way,” Matt Boyd, La Trobe University’s director of market development, Matt Boyd.
“We’re incredibly proud to be part of such an innovative project that not only engages the community, but benefits those suffering symptoms on a daily basis,” Holmes added.
The campaign is live in Melbourne from September 22 to October 5 2015 on the concourses at Southern Cross Station, Melbourne Central Station and Flinders Street Station.
Creative credits:
Creative agency: J.Walter Thompson
Strategy: Rob Martyn-Wilde
Creative director: Tim Holmes
Art director: Lucy Logan
Copywriter: Holly Burgess
Producer: Miryana Velyanovski
Digital business director: Mat Norton
Senior account manager: Tahnee Woodham
Account executive: Georgia Pascoe
Production company: Airbag
Media planning: Carat
Media partner: JCDecaux Innovate
