Page 49 - The EDIT | Q3 2017

Ideas
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Sea Quest Hero | Deutsche Telekom
Gold Promo & Activation Lion
The idea was to create the first mobile game that would challenge and record navigational skills of players, and in doing so create a human benchmark for spatial navigation, against which dementia could be measured in the future. However, a game
is only as good as the story it tells. We created a backstory about a father and son retracing the father’s adventures by navigating your boat through five different themed areas. This simple but powerful tale of a son trying to save his father’s memories is the metaphor for what people are doing by playing the game.
Life is for the sharing
You play a video game and the data that you’re using is about memory, so using your demographic profile, scientists can learn more about how different age groups suffer from Dementia.
Camelpower | Nissan
Silver Media Lion
http://bit.ly/2h5FpJe
We introduced Camelpower to the world: The first ever unit to measure automotive performance in
the desert — acting as a wholly new medium to promote our vehicles. Following the example set
by the inventor of horsepower, we developed our unit around a true desert beast, the camel. Just
as horsepower was developed with land-based experiments benchmarked against a horse, our sand-based experiments used a camel and followed a similar scientific approach to create a formula and value for Camelpower (dCP). We worked with Nissan engineers and third parties to develop the formula and conducted field tests (accounting for sand friction, time, velocity, weight and inclination). Once a value for 1dCP was established, we measured the dCP value for Nissan’s top desert SUVs. There we had it. Not only an empirical way to measure the off-road performance of our SUVs, but a metric every other car could be measured against.
The rst ever unit to measure automotive performance in the desert
A nice campaign for Nissan replacing horse power with camel power from the Middle East.
http://bit.ly/2wZ76gO
Role of comms: ACTIVATING
Role of comms: IMPACTING
THE EDIT ISSUE 7 | Q3 2017