Australian Defence Force Digital MOBILE MEDIC by GPY&R Melbourne, VML Kansas City


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Industry Government & Other Authorities
Media Digital, Interactive & Mobile
Market Australia
Agency GPY&R Melbourne
Agency VML Kansas City
Released June 2012


Spikes Asia 2012
Mobile Integrated Mobile Campaigns Silver
Mobile Mobile Applications and other Downloadable Tools Bronze

Credits & Description

Type of Entry Mobile
Category Integrated Mobile Campaigns
Entrant Company: GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
Advertising Agency: GEORGE PATTERSON Y&R Melbourne, AUSTRALIA
2nd Advertising Agency: VML Kansas City, USA
Ben Coulson George Patterson Y/R Executive Creative Director
Matt Lawson George Patterson Y/R Copywriter
Jake Barrow George Patterson Y/R Art Director
Chris Northam George Patterson Y/R Creative Director
Janna Mamar George Patterson Y/R Digital Designer
Carrie Burman George Patterson Y/R Digital Producer
Luke Tellefson George Patterson Y/R User Experience Lead
Jason Bass Vml Account Supervisor
Chuck Brandt Vml Developer
Jullian Bell George Patterson Y/R Group Account Director
Janet Proposch George Patterson Y/R Account Director
Chris Bush George Patterson Y/R Account Executive
Daniel Smith George Patterson Y/R Account Executive
Hugh Peachey Hugh Peachey Photography Photographer
Mal Stark Starkart Retoucher
Katherine Muir George Patterson Y/R Audio Producer
Dr Peter Smith Australian Defence Force Medical Consultant
Tom Ward George Patterson Y/R Strategy
Marcus Byrne George Patterson Y/R Designer/Retoucher
Brief Explanation
The brief was to find 140 medical students worthy of a Defence Force University Sponsorship. In order to find the best we created MEDICALLY DIAGNOSABLE ADVERTISING: That turned the advertising into the entrance exam. MOBILE MEDIC allowed students to use a range of diagnostic techniques to identify and treat real medical conditions using their smart-phones. Students graduated from patient to patient, in an effort to be rewarded with a Defence University Sponsorship. Visual and audio augmentation immersed them in the role of Medical Officer, letting them use X-ray, CT scanning, angiogram, stethoscope, ECG, ultrasound and much more, on real Defence Force scenarios. Students entered their details and received their results. Mobile Medic found and directly recruited the most highly skilled medical students in the country, putting our Defence Force, and the citizens they work alongside, in safer hands.