Centro Clinico Nemo Digital, Case study My Voice [image] by McCann Milan

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My Voice [image]

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Industry Hospitals, Healthcare facilities & Medical Services, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency McCann Milan
Chief Creative Officer Alessandro Sabini
Executive Creative Director Alessandro Sabini
Creative Director Gaston Guetmonovitch, Eoin Sherry, Gaetano Del Pizzo
Art Director Eoin Sherry
Copywriter Curro Piqueras
Production (h) FILMS
Released June 2017


LIA Awards 2017
Health & Wellness Devices And Diagnostics Bronze Winner

Credits & Description

Entrant: Mccann Worldgroup Italy, Milan
Brand: My Voice App
Corporate Name of Client: Fondazione Serena Onlus/Centro Clinico Nemo
Agency: McCann Worldgroup Italy, Milan
Chief Creative Officer: Alessandro Sabini
Executive Creative Director: Alessandro Sabini
Creative Directors: Gaston Guetmonovitch/Gaetano Del Pizzo/Eoin Sherry
Copywriter: Curro Piqueras
Art Director: Eoin Sherry
Executive Agency Producer: Michele Virgilio
Production Companies: (h)films, Milan/NoHup, Milan/SDM interactive passion, Milan
Directors: Mauro Mancini/Joana Skiavini
Producers: Paolo Gatti/Caterina Sacchi
Digital Companies: MRM/McCann, Milan
Digital Art Director: Giorgia Raffaelli
Digital Director: Paolo Boccardi
Design Company: McCann Worldgroup Italy, Milan
Graphic Designer: Helena Pinillos
Sound Design Company: Eccetera, Milan
Sound Engineer: Mauro Fazzini
The Campaign
The first message banking mobile platform for ALS patients. “My voice”: A solution to speak with your own voice,
for when A.L.S. is taking away everything else. An app where Early-diagnosed patients will be able to record the
things they would like to say forever with their own voice. They can name their files and categorize with colours to
give an emotional sense. The app saves it on a cloud for the future. And if the day comes, the app can be installed
in their communication devices so they will be able to use the audios with their own voice
Creative Execution
We launched a video where we showed the corage of Alberto Spada, an ALS patient that new he might loose his
voice. He decides to write down and record on a studio all the messages he would like to say for ever with his own
voice, so his voice is saved for the future. Once you see his courage we present the app that allows everyone else
in the same situation do the same. And we explain that the app can be intalled in the communication device in the
future. So it really is an alternative way of communicating, by using your own voice.
In the first 48 Hour the video viralized naturally 160 K views. More than 80% organic reach media. Early diagnosed
patients in Italy have already their own user account in the app, and are now saving their messages on their private
This project had 2 objectives. The app was helping early diagnosed patients allreaddy, but it was also giving voice
to a bigger problem, so people could donate to the association. We decided to use the power of social media
relevence to generate a conversation around the problem and the solution. And finaly a web site could help people
colaborate in many different ways. Downloading the app was also collaborating.