, senior art directorMarcos Botelho
, senior writerJon Murray
, associate creative directorsPakorn Bupphavesa
, Psyop, creative directorJason Sperling
, executive creative directorJoe Baratelli
, chief creative officerMarie Hyon
, Psyop, directorsStephen Fredericks
, Lime Studios, audio mixersBrittany Carson
, Exile/Angela Pascal
, producersLauren Frankfort
, digital producerSusan Boyajan
, Lime Studios/CL Weaver
, Exile, executive producersIsadora Chesler
, executive agency producerExile
, Exile, editorsGary Patico
, chief production officerLime Studios
, post-production companyQ Department in association with Mach1
, music companyPsyop
, production companyRPA
, project design and development/ad agencyAmerican Honda Motor Co., Inc.
“Once again, a great demonstration of technology helping people in difficult situations.” —juror Guillaume Braun
“This immersive experience creates special holiday moments for children too sick to leave the hospital. I’m not crying. You’re crying.” —juror Libby Bawcombe
Overview: Honda has been supporting the Pediatric Brain Tumor Foundation for more than three decades. Last year, in addition to a donation, a special experience was created specifically for kids who were undergoing cancer treatment and stuck in the hospital over the holidays. Since the kids couldn’t leave the hospital to take part in holiday activities, ad agency RPA and production company Psyop used virtual reality (VR) to transport them to a winter wonderland where they could experience the magic of the holiday season.
Play has been proven to help kids relieve stress and recover faster.
The kids were in different phases of cancer treatment and had different levels of strength, so the experience had to be flexible enough to accommodate as many kids as possible.
The project was briefed in late May, and the experience went live in early December.
Comments by Jon Murray and Matthew Pullen, associate creative directors, RPA:
Describe any special interactive features. “The entire experience was interactive. First, the kids were brought into a room with a shrinking machine and a snow globe. They were given the snow globe to hold and look at, and then they were asked if they wanted to shrink down and go inside the snow globe. After putting on the shrinking machine helmet—VR goggles designed to look like a fun helmet—they saw an animation that showed them being transported into the snow globe. Inside the snow globe, they used a VR wand to click on hot spots so they could interact with all sorts of elements. They got to conduct an orchestra, make it snow, watch a fireworks display and create a snowman. After the experience, they took off the helmet and found a surprise: a real version of the exact snowman they had made inside the snow globe was waiting for them as a gift.”
Are there any other technical features you’d like to call attention to? “Since we knew which room in the hospital the experience would be held in, Psyop tailored the VR experience to that room. They painstakingly re-created the real room and real shrinking machine in VR, so when the kids were inside the VR snow globe and looked up, they could see the shrinking machine towers and the hospital room ceiling. This made it feel even more like they had actually been shrunken down and were inside the real snow globe.”
How did this project compare with others you’ve worked on in the past? “This project was a special one. It was definitely one of the most rewarding projects we’ve ever worked on. Seeing all the smiles and laughs this experience brought to kids in the hospital was something we’ll never forget.”