Ad Nut
Oct 25, 2017

They're dreaming of a cure for cancer (while their phones work on it)

Australian campaign aims to get 1 million people using an app that puts smartphones to work on cancer research during idle time.

A campaign involving J Walter Thompson, Hill+Knowlton Strategies, MEC and Webling (all part of WPP AUNZ), in partnership with Vodaphone and The Garvan Institute of Medical Research, aims to get 1 million people using DreamLab—an app that uses the idle-time processing power of smartphones to work on cancer research.

The campaign includes a TVC, online video, press, digital, and PR, and features actress, model and cancer survivor Tessa James. Vodaphone is waiving any data charges for the use of the app for its customers. 

Ad Nut already has a "dream job", but as the video above points out, priorities change quickly for anyone struggling with cancer.

It's also important to note that there will probably never be 'a cure' for cancer. Instead, medical science has for decades been making steady yet remarkable progress in understanding and treating all of the many forms of cancer—with massive positive impacts on survivability and quality of life. That means that research must continue on many fronts, with thousands of researchers worldwide making incremental advances. So your phone's extra processing power can actually contribute to the fight; it's not just a symbolic gesture. 

CREDITS

J. Walter Thompson
Simon Langley, Executive Creative Director & Cancer Researcher at the DreamLab App
Will Edwards, Creative Director & Cancer Researcher at the DreamLab App
Chris Badger, Creative Director & Cancer Researcher at the DreamLab App
Simon Hayes, Art Director & Cancer Researcher at the DreamLab App
Giles Clayton, Copywriter & Cancer Researcher at the DreamLab App
Ana Lynch, Group Account Director & Cancer Researcher at the DreamLab App
James Ansell, Senior Account Director & Cancer Researcher at the DreamLab App
Rebekah O’Grady, Account Manager & Cancer Researcher at the DreamLab App
Carly Yanco, Planning Director & Cancer Researcher at the DreamLab App
Brona Kilkelly, Strategic Planner & Cancer Researcher at the DreamLab App
Amanda Slatyer, Producer & Cancer Researcher at the DreamLab App

MEC
Matt Benning, Group Business Director & Cancer Researcher at the DreamLab App
Mat Linnett, Investment and Activations Director & Cancer Researcher at the DreamLab App
Alisha Imam, C&C Manager & Cancer Researcher at the DreamLab App
Tanya Douglas, Senior Digital Manager & Cancer Researcher at the DreamLab App
Justine Cowie, Digital Analyst & Cancer Researcher at the DreamLab App

The Pool Collective
Simon Harsent, Director & Cancer Researcher at the DreamLab App
Cameron Gray, Executive Producer & Cancer Researcher at the DreamLab App
Penny O’Brien, Producer & Cancer Researcher at the DreamLab App

Webling
Carlos Guedes – Digital Creative Director & Cancer Researcher at the DreamLab App

Hill+Knowlton Strategies
Penelope Holloway, Managing Director & Cancer Researcher at the DreamLab App
Helen Reiher, Director & Cancer Researcher at the DreamLab App
Emma Miller, Account Manager & Cancer Researcher at the DreamLab App

Watercolour Artist
Sarah Hankinson & Cancer Researcher at the DreamLab App

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

 

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