| Title | BIRTHUAL REALITY |
| Brand | GJENSIDIGE INSURANCE |
| Product/Service | GJENSIDIGE CHILD INSURANCE |
| Category |
D03. 360° & VR Film |
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Entrant
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FLB EUROPA Stockholm, SWEDEN
|
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Idea Creation
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FLB EUROPA Stockholm, SWEDEN
|
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PR
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FLB EUROPA Stockholm, SWEDEN
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Production
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GOOD TIMES STUDIO STOCKHOLM, SWEDEN
|
Credits
| Lina Sennerdal Kolacz |
Gjensidige Insurance |
Creative Director |
| Johanna Gustafsson |
Gjensidige Insurance |
Senior Copywriter |
| Linnéa Hagström |
FLB Europa |
Strategic Project Manager |
| Siri von Zeipel Vincent |
FLB Europa |
Strategic Project Manager |
| Linnea Nordström |
FLB Europa |
PR-specialist |
| Björn Lundevall |
FLB Europa |
Creative Director |
| Björn Lundvall |
FLB Europa |
PR-specialist |
| Marcus Hellman |
Good Times Studio |
|
| Joakim Näzell |
Good Times Studio |
|
| Niclas Amin |
Good Times Studio |
|
| Viktor Skogqvist |
Good Times Studio |
|
Write a short summary of what happens in the film
Birthual Reality is a birth-preparatory film in VR and gives expectant parents a new way to prepare for childbirth. Filming a real authentic childbirth in 360 degrees made it possible to create a feeling of being in the room during an actual delivery – allowing expectant parents to experience everything at close hand before it's time for their own baby to enter the world.
The viewer gets to follow the expectant parents along for the whole experience. They see how the expectant parents enter the delivery room, get examined and use pain relief. And of course when the baby arrives, when the umbilical cord is cut and when the placenta is expelled.
No childbirth is the same but with this VR experience the viewer get an idea of the process itself as it conveys the physical and emotional struggle of childbirth, along with the joy of receiving a new baby.
Cultural/Context information for the jury
Most Swedes who has undergone a pregnancy would agree that some parts of the material used by maternity clinics to prepare expectant parents have long passed their best before date; not factually, but stuffed dolls and stencils are difficult to engage with at an emotional level. Here we identified a need, can we help expectant parents to prepare for childbirth and create a more emotional tool for maternity care?