STRESS PORTRAITS

Short List
TitleSTRESS PORTRAITS
BrandCIGNA
Product / ServicePUBLIC SERVICE ANNOUNCEMENT
CategoryA05. Health & Wellness Tech
EntrantMcCANN HONG KONG, HONG KONG
Idea Creation McCANN HONG KONG, HONG KONG
Media Placement OMD HONG KONG, HONG KONG
Production CRAFT Bangkok, THAILAND

Credits

Name Company Position
Wen Louie McCann Worldgroup Executive Creative Director
Dan Jacques McCann Worldgroup Creative Director
Aneeza Arshad McCann Worldgroup Art Director
Jules O'Brien McCann Worldgroup Copywriter
Phillip Lee McCann Worldgroup Senior Creative
Sean Sullivan n/a Digital Artist & Experiential Designer
Evan Gannon n/a Creative Technologist
Jett Gelber n/a Senior Experiential Producer

Why is this work relevant for Brand Experience & Activation?

This work used experience design and activation to raise awareness of the invisible signs of stress and the serious effects it can have on the physical health of people around the world if left unchecked. The activation travelled to 12 cities around the world to provoke individuals to seek education and action around Stress Care. Stress Portraits continues to be taken to businesses and public events in further locations.

Background

Cigna's Global 360 Wellbeing Survey indicates that 87% of the world is stressed. On top of that, The World Health Organisation believes that chronic stress is a leading cause of 41 million preventable deaths per year - due to the physical effects stress has on the body. The problem is that the signs of physical stress are often invisible until they become chronic, making it difficult for people to act on something they can't see. We were tasked with creating a public service announcement, launching a global ‘Stress Care’ Platform for Cigna’s international markets. With low brand awareness in many of these markets, our PSA needed to cut through category noise, and starkly contrast with predictable health insurance campaigns that are regularly based on fear mongering.

Describe the creative idea (20% of vote)

The physical effects of Chronic Stress are deadly. They are also invisible to see until it manifests into serious illness. So how are people supposed to act on something so serious, if they cannot see the early signs affecting the body? As a Healthcare company that prides itself on pro-active wellcare, Cigna challenged us to make the invisible, unmissable. Working closely with doctors, technologists, and 3D artists, we developed Stress Portraits - The World's First Stress Visualisation Experience. The experience transforms an individual's biometric data into a stunning real-time portrait of stress affecting their body, at that very moment. Each stunning 4K, 2 million particles, 36,000 frames per second portrait could be printed, emailed, and shared on social media, with aim of starting a conversation around physical stress and inspiring people to act on their stress at Cigna’s free Stress Care hub.

Describe the strategy (20% of vote)

Our campaign was targeted first and foremost to Cigna’s existing and prospective B2B clients, with a B2C campaign speaking to the wider public. Our B2B communications would drive a PSA, based on taking control of stress in the workplace to the emotional & physical benefit of both the company and its employees; our B2C would focus on personal, day-to-day stress in the individual and the benefits of taking control of stress for one’s own physical well-being. As a Healthcare Brand that prides itself in promoting proactive wellcare, Cigna challenged itself to make the invisible, unmissable through immersive experiences rather than traditional PSA territories such as film.

Describe the execution (30% of vote)

Over a nine-month journey, we created technology that visualises biometric ‘stress’ data as real-time 3D motion Stress Portraits. To create this technology: first, we identified three strings of biometric data to interpret stress in the body accurately. We then developed a striking motion art style inspired by ever-changing natural elements. Finally, we developed a bespoke algorithm, driven by 3D engines and enabled by a custom built render-farm, with dozens of pieces of other custom hardware fitting into a shoebox-sized, plug-and-play kit. Each individual’s stress reading dictates the colour formations, turbulence and live visual effects, with each portrait consisting of 20 million uniquely settling particles in 36,000 live-rendered frames per second. 10 kits have been built and have so far toured 12 of the most stressed places around the world (based on Cigna’s Annual 360 Global Wellbeing Survey) - UK, USA, SPAIN, BELGIUM, UAE, SINGAPORE, TAIWAN, KENYA, HONG KONG, THAILAND, NETHERLANDS,

List the results (30% of vote)

- US$26M+ IN EARNED MEDIA VALUE - OVER 150,000 UNIQUE PORTRAITS GENERATED SO FAR AT TIME OF ENTRY - 187% INCREASE IN STRESS-RELATED BUSINESS LEADS COMPARED TO THE YEAR BEFORE - OVER 2.5 MILLION UNIQUE VISITS TO THE CIGNA STRESS CARE HUB AT TIME OF ENTRY

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