Cannes Lions
WIEDEN+KENNEDY, Portland / MULTIPLE SCLEROSIS SOCIETY / 2016
Overview
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Description
Multiple sclerosis is evil. It has an uncanny knack for robbing its victims of the very things they love most. It seeks our passions and then attempts to crush them.
We beat MS at its own game by giving those who have been affected by it the chance to do what they love once more. Able-bodied individuals captured their passions in all their 360-degree glory and then gifted their experiences—with the use of virtual reality—to like-minded people with MS.
Virtual reality found a truly purposeful use.
Execution
We wanted to give our recipients a first-person perspective of their former passions. They had to feel like they were the ones participating, without suffering from what is known as “simulator sickness,” a common problem in VR simulation when footage is not shot properly. We solved this need by using a head-mounted VR camera, which created an added challenge for our professional dancer and surfer, who had to simultaneously deliver an impressive performance while providing a stable platform for the camera rig to capture the experience. The greatest moment was when the participants tried on the Samsung Gear VR headsets for the first time to ride the wave and grace the stage they missed so much. People were invited to capture their own passions and share them with those who could no longer participate in those activities at WeAreStrongerThanMS.org.
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