Title | MY VOICE |
Brand | FONDAZIONE SERENA ONLUS, CENTRO CLINICO NEMO |
Product/Service | MY VOICE APP |
Category |
G02. Cross Device Campaign |
Entrant
|
McCANN WORLDGROUP Milan, ITALY
|
Idea Creation
|
McCANN WORLDGROUP Milan, ITALY
|
Media Placement
|
McCANN WORLDGROUP Milan, ITALY
|
PR
|
McCANN WORLDGROUP Milan, ITALY
|
Production
|
McCANN WORLDGROUP Milan, ITALY
|
Credits
Alessandro Sabini |
McCann Worldgroup Italy |
Chief Creative Officer |
Sherry Eoin |
McCann Worldgroup Italy |
Art Director |
Curro Piqueras |
McCann Worldgroup Italy |
Copywriter |
Gaston Guetmonovitch |
McCann Worldgroup Italy |
Creative Director |
Paolo Boccardi |
MRM//McCann |
Creative Director |
Giorgia Raffaelli |
MRM//McCann |
Digital Art Director |
Helena Pinillos |
McCann Worldgroup Italy |
Graphic Designer |
Sherry Eoin |
McCann Worldgroup Italy |
Art Director |
Gaetano Del Pizzo |
McCann Worldgroup Italy |
Creative Director |
Michele Virgilio |
McCann Worldgroup Italy |
Head of Production |
Paolo Gatti |
h film |
Producer |
Cterina Sacchi |
h film |
Producer |
Mauro Mancini |
h film |
Director |
Joana Skiavini |
Joana Skiavini |
Director |
Josè Bagnarelli |
Eccetera |
Chief Executive Officer |
Mauro Fazzini |
Eccetera |
Sound Engineer |
The Campaign
The first message banking mobile platform for ALS patients. “My voice”: A solution to speak with your own voice,
for when A.L.S. is taking away everything else. An app where Early-diagnosed patients will be able to record the
things they would like to say forever with their own voice. They can name their files and categorize with colours to
give an emotional sense. The app saves it on a cloud for the future. And if the day comes, the app can be installed
in their communication devices so they will be able to use the audios with their own voice.
Creative Execution
We launched a video where we showed the corage of Alberto Spada, an ALS patient that new he might loose his
voice. He decides to write down and record on a studio all the messages he would like to say for ever with his own
voice, so his voice is saved for the future. Once you see his courage we present the app that allows everyone else
in the same situation do the same. And we explain that the app can be intalled in the communication device in the
future. So it really is an alternative way of communicating, by using your own voice.
In the first 48 Hour the video viralized naturally 160 K views. More than 80% organic reach media. Early diagnosed
patients in Italy have already their own user account in the app, and are now saving their messages on their private
cloud.
This project had 2 objectives. The app was helping early diagnosed patients allreaddy, but it was also giving voice
to a bigger problem, so people could donate to the association. We decided to use the power of social media
relevence to generate a conversation around the problem and the solution. And finaly a web site could help people
colaborate in many different ways. Downloading the app was also collaborating.