Cannes Lions
FJORD | ACCENTURE INTERACTIVE, Coppenhage / NOVO NORDISK / 2018
Overview
Entries
Credits
Description
Visitors entered and explored the future by stepping into the shoes of a person with type 2 diabetes in the USA of 2030 (and beyond) and immersing themselves in the day-to-day life of a patient.
The experience provoked thoughts and considerations about the future and allowed visitors to explore how society and culture would affect one’s ability to act on their health. To better capture possible future realities, one room focused on a world that is more
idealistic in nature while the other reflected the possibility of new social, economic and personal challenges. Visitors were instructed to take in stories based on real patients and make trade-offs and decisions based on limited resources. Guided conversations afterwards activated visitors to craft questions for their peers to broaden the conversation and spark ideas.
Execution
Today many companies attempt to attract attention with flashy screens and futuristic-looking visuals, but our focus was on real patient problems and improving their current reality -- therefore we wanted things as straightforward and honest as possible. our team
sought to create a more intimate alternative by using physical and printed materials as a foundation, combined with elements of interactivity, in order to create a more responsive environment. Visitors followed a physical path in each room. As they progressed
through it, light boxes were triggered on or off in combination with audible feedback to reveal further parts of the story, prompt visitors with decision points, and simulate experiences in the future. The materials used in the installation also matched the aesthetic of the space architecture to seamlessly integrate the installation into the existing fabric of the building
Outcome
Throughout the summit event and afterwards, the installation contributed to hundreds of conversations around the kind of future healthcare innovators would like to strive toward building. Many of these conversations took place between key change-makers and some were
also captured in video interviews for further sharing. Visitors also created “How Might We…” questions to prompt others to consider how their companies or missions might fit into the future. Perhaps the greatest outcome, though, was an increased focus on empathizing
with the real needs and circumstances of patients and considering the importance of access to care rather than focusing purely on flashy features and sheer technology
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