| Title | MOBILE MEDIC |
| Brand | DEFENCE FORCE RECRUITING |
| Product / Service | DEFENCE UNIVERSITIES SPONSORSHIP |
| Category | C01. Integrated Media Campaign |
| 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 | Company | Position |
|---|---|---|
| Ben Coulson | George Patterson Y/R | Executive Creative Director |
| Jake Barrow | George Patterson Y/R | Art Director |
| Matt Lawson | George Patterson Y/R | Copywriter |
| 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 |
| Julian 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 |
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.
MOBILE MEDIC was a new use of media that 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.
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 media into the entrance exam.