The power of motion-activated technology brings the benefits of dance to life for people with Parkinson’s disease.
Motion-activated technology is the star of a new campaign designed to raise awareness about the benefits of dancing for people with Parkinson’s disease.
Created by J. Walter Thompson and JCDecaux for La Trobe University, the campaign uses the outdoor advertising giant's interactive innovate panels to highlight groundbreaking research by the Melbourne uni into how dance can alleviate symptoms for those with the neurological condition.
Installed at three of Melbourne’s busiest train stations, the panels will capture people waiting for public transport or walking by via motion detectors. Commuters will be asked by ‘Anne’ - a Parkinson’s sufferer who is featured on the panels - if they’d like to dance. Once people move in front of the screen, Anne will begin to dance and information about La Trobe’s research then appears on-screen.
J. Walter Thompson's creative director Tim Holmes said it it was important the agency 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.”
“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.”
La Trobe University’s director or market development, Matt Boyd said: “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.”
The campaign is live in Melbourne from 22 September – 5 October 2015 on the Southern Cross Station, Melbourne Central Station and Flinders Street Station concourses.
Creative: J. Walter Thompson
Creative Director: Tim Holmes
Art Director: Lucy Logan
Copywriter: Holly Burgess
Producer: Miryana Velyanovski
Production – Airbag
Media Planning – Carat
Media Partner – JCDecaux Innovate
