Live UX DESIGN
See top UX Designers turn ideas into interactive experiences using Adobe XD.
Watch now
  • Add to Collection
  • Tools Used
  • About

    About

    The first medically diagnosable advertising created for Defence Force Recruiting, Australia.
    Published:
The brief was to recruit medical students worthy of a Defence Force University Sponsorship.
In order to find the best, we created Medically Diagnoseable Advertising.
 
Mobile Medic is a world’s first medically diagnosable advertising campaign created for the Australian Defence Force.
The campaign consisted of an augmented reality app with which medical students could perform diagnoses on potential patients with a variety of different diagnostic tools available to them including CT scanning, Angiogram, Stethoscope, ECG, and Ultrasound on real Defence Force scenarios. Users simply held the app in front of outdoor ads that served as the trigger images for the campaign.
 
The posters are the patients and their iPhones and iPads are the diagnostic tools. The retouching was complex and involved testing with smartphone devices so certain areas of the poster could trigger the augmented experience. The contrasting points are hidden in the images which are invisible to the naked eye. The campaign received praise for its “innovative” use of interactive advertising and its emphasis on “rigorous research and insight”.
It won over 100 international awards, including 4 Gold Lions and 1 Silver at Cannes, as well a Bronze in the coveted Titanium and Integrated Category
Original Images
Here's the idea and how it all works.
AWARDS
 
2012
 
CANNES
Gold – Direct
Gold – Promo, Outdoor
Gold – Promo Digital
Gold – Media
Silver – Outdoor
Bronze – Integrated & Titanium
Finalist – Mobile
Finalist – Media Consumer Engagement
Finalist – Grand Prix for Good
 
SPIKES
Gold – Direct
Gold – Promo Outdoor
Gold – Promo Mobile
Gold – Outdoor
Silver – Direct
Silver – Mobile
Bronze – Mobile
 
W3 Awards
BEST IN SHOW – Educational Apps
Gold – Innovative Apps
Gold – Augmented Reality
Silver – Augmented Reality – Education
Silver – Augmented Reality – Health
Silver – Environmental – Branding
Silver – Environmental – Education
Silver – Environmental – Employment
Silver – Environmental – Government
Silver – Environmental – Health
 
CAXTONS
Best in Show
Best Mobile and Tablet
Best Technical Innovation
 
LONDON INTERNATIONALS
Silver – Integrated
Silver – Non-Traditional
Finalist – Innovative Use of Poster
 
YOUNG GUNS
Gold – Outdoor
Silver – Digital
Bronze – Digital
 
 
2013
 
D&AD
Outdoor (poster) – Inbook
Direct – Inbook
Digital – Inbook
 
CLIOS
Gold – Innovative Media
Silver – Direct – Digital/Mobile
Silver – Engagement – Experiential
Silver – Out of Home – Ambient
Silver – Out of Home – Poster (Campaign)
Bronze – Branded Content – Out of Home
Finalist – Digital/Mobile – Apps
 
ONE SHOW INTERACTIVE
Gold – Mobile Apps
Silver – Interactive Advertising
Merit – Integrated Branding
 
ONE SHOW ADVERTISING
Silver – Poster
Merit – Innovation in Advertising
Merit – Brand Transformation
 
NEW YORK FESTIVALS
Gold – Interactive Apllications
Silver – Integrated
Silver – Integrated Digital
Silver – Direct
Silver – Outdoor
Bronze – Avante Garde
 
ADFEST
Gold – Promo
Silver – Outdoor
Silver – Direct
Bronze – Promo
 
ART DIRECTORS CLUB
Silver – Mobile
Bronze – Poster
 
ANDYS
Silver – Integrated
 
AWARD
Gold – Media (outdoor)
Silver – Outdoor
Silver – Outdoor
Silver – Outdoor
Silver – Digital Outdoor
Silver – Direct Marketing
Silver – Promo
Silver – Media (Digital)
Silver – Digital
Bronze – Integrated
Bronze – Media (integrated)
 
Agency: GPY&R
Copywriter: Matt Lawson
Art Director: Jake Barrows
Creative Director: Ben Coulson
Graphic Design & Creative Retouching: Marcus Byrne
Digital Designer: Janna Mamar
User experience lead: Luke Tellefson