| Title | LILLY VIRTUAL TREATMENT |
| Brand | ELI LILLY JAPAN |
| Product / Service | ELI LILLY JAPAN |
| Category | E03. Innovative Use of Technology |
| Entrant | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Idea Creation | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Production | HAKUHODO I-STUDIO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tatsuhiko Higashi | Hakuhodo Inc. | Integrated Producer |
| Hideaki Sakuma | HAKUHODO Inc. | Interactive Planner |
| Eiji Anaguchi | HAKUHODO Inc. | Account Executive |
| Tae-han Yoo | HAKUHODO i-studio Inc. | Creative Director / Art Director |
| Nao Fujishima | HAKUHODO i-studio Inc. | Planner / Producer |
| Yasuhiro Yamamoto | HAKUHODO i-studio Inc. | Producer |
| Hiroki Matsuse | HAKUHODO i-studio Inc. | Technical Director / Programmer |
| Shingo Ashimori | HAKUHODO i-studio Inc. | Designer |
| Takashi Shibui | HAKUHODO i-studio Inc. | Project Manager |
| Eiji Tanabe | HAKUHODO PRODUCT'S INC. | Event Producer |
| Masayuki Noda | invisible designs lab | Music Producer |
| Yuichi Nakamura | invisible designs lab | Composer |
| Hiroshi Yanai | Hu-sha Co.,Ltd. | CG Director |
| Shouta Uchimura | Hu-sha Co.,Ltd. | CG Designer |
"Direct Experience is Worth a Thousand Words" While the common practice of describing a new drug is to explain it with texts and animations, we introduced an idea that allow doctors to learn the complicated mechanism in just three minutes with a virtual reality experience.
We created a virtual journey to make doctors micro-sized and go inside a patient's body, travel through the blood vessel just like a pill, and asked them to search for where need to be cured. Wherever the destination is reached, the drug starts decomposing itself and covers the affected cells. The process is clearly explained using a first-person experience that doctors can even control the outcome with their hands. Just as what the doctors would probably wish, we adopted Leap Motion so that participants do not only witness how the drug functions but actually perform the treatment by themselves. The epochal device debuted at an exhibition of the largest-scale society of medical oncology in Japan.