Parkinson's NSW Digital, Case study Parkinsons Challenge [image] by J. Walter Thompson Sydney

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Parkinsons Challenge [image]

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Industry Public awareness
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency J. Walter Thompson Sydney
Executive Creative Director Simon Langley
Creative Director John Lam
Art Director Dylan Soopramania
Copywriter Steven Hey
Released December 2016

Awards

Spikes Asia 2017
Digital Social Video Bronze Spike

Credits & Description

Client: Parkinsons Nsw
Agency: J. Walter Thompson Sydney, Australia
Entrant: J. Walter Thompson Sydney, Australia
Idea Creation: J. Walter Thompson Sydney, Australia
Production: J. Walter Thompson Sydney, Australia
Executive Creative Director: Simon Langley (J.Walter Thompson Sydney)
Creative Director: John Lam (J.Walter Thompson Sydney)
Art Director: Dylan Soopramania (J.Walter Thompson Sydney)
Copywriter: Steven Hey (J.Walter Thompson Sydney)
Producer: Paul Friedmann (J.Walter Thompson Sydney)
Executive Planning Director: Angela Morris (J.Walter Thompson Sydney)
Senior Planner: Heather Morrison (J.Walter Thompson Sydney)
Group Account Director: Ana Lynch (J.Walter Thompson Sydney)
Editor: Kel Gronow (J.Walter Thompson Sydney)
Describe the campaign/entry:
We brought a group of real Parkinson’s sufferers together to recreate their own version of one of the biggest viral
craze of 2016 – the mannequin challenge. The video featured real Parkinson’s sufferers attempting to pose in
common everyday situations, with their symptoms making even something as simple as standing still impossible,
with the end message: ‘Until there’s a cure, life is our challenge’.
Creative Execution:
The Parkinson’s Challenge Parkinson’s NSW filmed its own version of the Mannequin Challenge, starring people
living with Parkinson’s and illustrating some of the many every day activities they struggle with, before delivering
the end message “until there is a cure, life is our challenge”. We also interviewed sufferers featured in the video as
they talked about their daily experiences with Parkinson’s. Seeding on Owned Channels We needed to execute
quickly, before this trend fizzled and was replaced by another. Within 24 hours of filming we posted to Parkinson’s
NSW Facebook page using small $400 budget, targeting their followers, friends of followers and people who had a
link to Parkinson’s. Attracting Earned Media We approached Australian media outlets, bloggers and other
link to Parkinson’s.
• Tier 1 Media Outputs: o The Parkinson’s Challenge video received 97.7 million news impressions and 136.6
million total reach. It was picked up and shared by some of Australia’s top media outlets (including TV and online)
as well as global media outlets, bloggers and influencers. • Tier 2: Audience Outcomes o We received over 8.96
million social views worldwide. Most of these came from organic shares as supporters, including celebrities like
George Takei, shared our video, far surpassing our expectations and delivering on our objectives of awareness and
earned media.
Hi-Jacking Awareness Hi-jacking the social currency, virility and broad appeal of the Mannequin Challenge
presented an opportunity to drive awareness and understanding for Parkinson’s among people who had never
witnessed it firsthand in a way that got to the very heart of the disease. Not Just Another Mannequin Challenge We
couldn’t just add another Mannequin Challenge to the millions in existence, many created by top celebrities. We
needed a unique twist. Tremors are one Parkinson’s main symptoms, making something as simple as standing still
impossible. Featuring Parkinson’s sufferers as they attempted (but failed) the to create a frozen action Mannequin
Challenge demonstrated the daily challenge sufferers face and cut through with a unique twist. Speed We aimed to
be the first charity in Australia to leverage the Mannequin Challenge for a cause – thus giving us a stronger PR
story and appearing in feeds before charity fatigue set in.