HOW DO YOU TELL A WHOLE STATE THAT THEY MAY NEED TO TAME A FEW BAD HABITS?
WITH COLD, HARSH REALITY (AND A TROUBLING AMOUNT OF DOZING SHEEP) OF COURSE! BLUE CROSS/BLUE SHIELD OF NORTH CAROLINA APPROACHED THE OGILVY TEAM WITH A TROUBLING NEW FINDING - NORTH CAROLINA HAD JUST BEEN HONORED WITH THE TITLE “2ND MOST OVERWEIGHT STATE IN AMERICA”. RATHER THAN TRY TO GUN FOR THE TOP SPOT THE NEXT YEAR THEY CHALLENGED OUR TEAM TO EDUCATE the state on THE EFFECTS SMALL LIFESTYLE CHANGES CAN PRODUCE OVER TIME. WITH A VERY OPEN TARGET AUDIENCE, WE SET OUT TO MAKE AN ENGAGING, TRAVELING TOUCHSCREEN EXPERIENCE THAT STRADDLED THE LINE BETWEEN PERSONAL AND ENTERTAINING. FIRST, WE STARTED WITH A CAMPAIGN LOGO THAT ADAPTED TO THE USER’S INPUT. THIS WAS ABOUT THEIR CHOICES AND NEEDED TO FEEL TAILOR MADE, YET RECOGNIZABLE TO THE CAMPAIGN. AS THE USER ENGAGED WITH THE EXPERIENCE, THE INPUTS THEY ENTERED AROUND ACTIVITY, LIFESTYLE AND DIET BECAME ORGANIC VISUALIZATIONS OF EACH INDIVIDUAL'S MAKEUP.
FUN FOR ALL AGES, SIZES AND LEVELS OF EXPERIENCE
AS MENTIONED PREVIOUSLY, THE USERS ANSWERED QUESTIONS FROM THREE MAIN TOPICS (AFTER COMPLETING BASIC PERSONAL INFO AND TAKING A SNAPSHOT OF WHAT THEY LOOK LIKE TODAY) PRESENTED IN A CONSUMABLE, FUN MANNER USING 3D CHARACTERS AND OBJECTS TO TELL THE STORY. THEN AFTER COMPLETING ALL NINE QUESTIONS (USING APRIL AGE, THE LEADING AGING SOFTWARE FOR AGAING MISSING PERSONS...CREEPY...), RIGHT BEFORE THEIR EYES, THEY WERE AGED 25 YEARS WITH HOW THEY ANSWERED TAKEN INTO CONSIDERATION. UNLESS YOU LIVED OUTSIDE OF THE NORM FOR NORTH CAROLINERS, A PRETTY DISMAL, SHRIVELED, OLD AND PROBABLY CARRYING AN EXTRA 100LBS, VERSION OF YOURSELF STARED BACK AT YOU FROM THE SCREEN. BUT WHAT KIND OF LEARNING EXPERIENCE WOULD THIS BE IF WE JUST TOLD YOU THAT YOU WERE DOING IT WRONG AND SENT YOU ON YOUR WAY? YOU WERE THEN PRESENTED THE OPPORTUNITY TO CHANGE SOME OF YOUR ANSWERS AND SEE A RE-RENDERED (Hopefully a little less shriveled and/or bloated) VERSION OF YOUR FUTURE SELF WITH THESE SMALL, EASY CHANGES APPLIED TO it!! THE FUTURE YOU IS, APPARENTLY, QUITE PICKY ABOUT WHAT YOU PUT IN YOUR BODY...
WATCH THE PROTOTYPE
CLICK ON THE IMAGE BELOW TO SEE A SCREEN CAPTURE OF THE FULL EXPERIENCE. WE ALSO DID CUSTOM SOUND DESIGN, SO BE SURE TO HAVE YOUR SOUND ON to get the full experience.
