| Title | MOBILE MEDIC |
| Brand | DEFENCE FORCE RECRUITING |
| Product / Service | DEFENCE UNIVERSITIES SPONSORSHIP |
| Category | C06. Digital Outdoor |
| Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Entrant Company: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Advertising Agency: | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| 2nd Advertising Agency: | VML Kansas City, USA |
| Name | Position |
|---|---|
| Ben Coulson | Executive Creative Director |
| Chris Northam | Creative Director |
| Matt Lawson | Copywriter |
| Jake Barrow | Art Director |
| Hugh Peachey | Photographer |
| Jullian Bell | Account Supervisor |
| Carrie Burman/Luke Tellefson | Producer |
| Janet Proposch | Account Manager |
| Tom Ward | Planner |
| Janet Proposch | Account Manager |
| Tom Ward | Planner |
| Janna Mamar - Digital Designer/Chuck Brandt - Developer/Jason Bass - Account Supervisor | Other Credits |
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. On the day, students raced around campus graduating 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 realDefence Force scenarios.