Title	PHILIPS AED
Brand	PHILIPS
Product/Service	AED
Category	A03. OTC Products / Devices
Entrant	OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
Idea Creation	OGILVY AMSTERDAM, THE NETHERLANDS
PR	OGILVY | SOCIAL LAB AMSTERDAM, THE NETHERLANDS
Production	OGILVY AMSTERDAM, THE NETHERLANDS
Production 2	BANDIT AMSTERDAM, THE NETHERLANDS
Production 3	MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Post Production	SPOOK Amsterdam, THE NETHERLANDS

Name	Company	Position
Tolga Büyükdoganay	Ogilvy Social.Lab	Executive Creative Director
Gerry Human	Ogilvy Social.Lab	Executive Creative Director
Joris Tol	Ogilvy Social.Lab	Creative Director
Gijs Sluijters	Ogilvy Social.Lab	Creative Director
Myrte de Jonge	Ogilvy Social.Lab	Account Executive
Vanessa Janssen	-	Producer
Hannah Padding	Bandit Amsterdam	Producer
Tobias Corba	Bandit Amsterdam	Director
Abel van Dijk	-	DOP Lighting Cameraman
Jeffrey de Angst	Bandit Amsterdam	Editor
Bram Boers	-	VFX
- -	Massive Music	-
- -	Spook	-

Why is this work relevant for Creative Data?

By using GPS to locate the AED's in Eindhoven, we could make the problem of not having a 6 minute zone everywhere visible to the audience. The shirts showed the distance to the nearest AED in real time, hence using the data throughout the whole marathon.

Background

Philips is a world leader in health tech, including medical appliances that help save lives in case of cardiac arrest. Every week 300 people suffer cardiac arrest. 70% of this takes place outside the hospital. Having an AED within 6 minutes’ reach can mean the difference between life and death. Working with the Heart Foundation, data told us that in the Netherlands there aren’t nearly enough AED’s to meet this crucial requirement. So how could we bring this cause to light in a meaningful way and help Philips achieve its mission of making cities heart safer for everyone?

Describe the Creative idea / data solution (20% of vote)

To draw attention to the problem and make people aware of the crucial distance of 6 minutes, we created Team Heart Safety – a team of runners wearing interactive shirts that display the distance to the nearest AED in real time. Since marathons cross entire cities, we took the route of the Eindhoven Marathon in Philip’s hometown and plotted every AED in the city on it. The interactive shirts turn green when our runners are in a heart safe neighbourhood and red when an AED is not available within 6 minutes. Each shirt has a built-in screen made of 850 individually addressable LED’s. The shirt uses GPS to know its own geolocation and a python computer to calculate retrieval times to all known AED locations in the city. The distance to the nearest AED is always displayed on the shirt. For extra awareness we also created 3 documentaries.

Describe the data driven strategy (30% of vote)

The interactive shirts are wearable digital out of home displays, conveying changing messages in real time. They turn green when our runners are in a heart safe neighborhood and red when an AED is not available within 6 minutes. What seemed like magic was a carefully designed use of technology using data processed on the go. Each shirt has a built-in screen made of 850 individually addressable LED’s. The shirt uses GPS to know its own geolocation and a python computer to calculate retrieval times to all known AED locations in the city. The distance to the nearest AED is always displayed on the shirt.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

The shirt consists of a number of parts, like a GPS module that locates the runner. With that information we made a calculation to the known locations of the AED devices in Eindhoven. For the nearest AED device we calculated the time it takes from the runner to the device based on the 6 minute zone. The most visual part of the shirt is the LED display that is worn underneath, which consists of 850 individual RGB LEDs. The animations shown on the display are dynamically adjusted in color and information based on the distance to the nearest AED. When being near enough to the device, the shirt would show in green lights the minutes from 1 - 6, above 6 minutes the shirt would turn red and show all minutes above 6 in real time.

List the data driven results (20% of vote)

Team Heart Safety generated a lot of publicity: 3.5 million people reached by the campaign with 5% social engagement, double the benchmark. We successfully spread the message and fuelled the conversation around the need for accessible AED’s to make cities everywhere heart safer. So, team Heart Safety runs on, continuing to raise awareness for the crucial 6-minute heart safety zone in more and more cities.