
The Visual Gift Box
Digital Installation
Issue 30 | March 2014
Agency
RAPP UK Ltd
Creative Team
Executive Creative Director Jason Andrews Creative Team Matthew Daymond Matthew Prime Design Director Adrian Whatman Designer Mella McKeown
Other Credits
Account Director Natalie Green Project Manager Clare Park Producer Ketan Reval at Amoveo 360 degree projection pod Mission Room Charity Evelina London Children’s Hospital
Date
December 2013
Background
Spending time in hospital can be an unsettling and daunting experience for a child, even more so at Christmas, when they should be having fun somewhere else. So this campaign sought to bring children at Evelina London Children's Hospital a magical experience to give them a break from their daily routine, whilst never taking them away from the care and safety of the hospital.
Idea
The creative solution embraced the limiting factors of the environment and used technical innovation to offer a virtual escape. It took children to wherever their hearts desired, without them ever leaving the building.
An immersive experience was created within a pop-up cube-shaped pod.
Using 360-degree projection, stunning panoramic scenes and digital animations were projected onto the interior walls of the pod. Children were treated to magical scenarios, including searching for Santa on the moon, diving underwater to explore a colourful coral reef and viewing the northern lights in Lapland.
To raise the profile of Evelina London Children's Hospital and encourage donations to their charity, the experience was filmed to produce the key component of an agency Christmas card that was emailed to RAPP's clients and key partners. The heart-warming film captured the children and parents' reactions to the experience, the hospital staff's opinions on the benefits of such an experience, and asked viewers to consider making a donation to help Evelina continue to provide its exceptional standards of care.
Results
Social Shares:
- RAPP UK Twitter followers: 5,419
- Evelina Children's Hospital: 249
- Views of video on YouTube: 2,178 views
Our Thoughts
The brief for the agency Christmas card is the one most dreaded in most agencies but there have been some bold submissions to this issue of Directory including one wonderfully retro idea of actually sending clients...wait for it...cards!
Another Rapp office mailed out festively decorated lightbulbs, which I liked, but I had to go for this simply because of its gifting originality.
It’s a pity only one hospital could experience the Visual Gift Box. Sponsored by one of the big brands who employ RAPP, this idea could have brought some sort of solace to many more children. If they can’t get out, bring the outside in. That was the idea and what a positive experience that would have brought more smiles to more faces than a load of toys, I think.