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Silver Winner

Entrant: Saatchi & Saatchi, London
Deutsche Telekom - "Sea Hero Quest"

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Corporate Name of Client: Deutsche Telekom

Media Company: MediaCom Dusseldorf, Germany

PR / Marketing Company: Proud Robinson, United Kingdom

PR Founder: Ben Robinson

PR Associate Director: Lucy Boyd

Agency Account Executive: Clare Shaw

Agency Account Director: Sam Grischotti

Agency Account Managers: Matilda Jones/Marta Jales

Agency Planners: Charlie Brenninkmeijer/Jimmy Elston

Agency: Saatchi & Saatchi, London

Global Chief Creative Officer: Kate Stanners

Executive Creative Directors: Rob Potts/Andy Jex

Group Creative Directors: Jason Romeyko/Vasillije Corluka

Creative Directors: Will John/Franki Goodwin

Copywriters: Will John/Franki Goodwin/Rob Watts

Art Directors: Will John/Franki Goodwin/Rob Watts

Agency Producer: Laszlo Bederna

Project Manager: Amie Mills

Media: Evan Depko/Andreea Milea/Beate Czakon/Kari Jackson-Kloenther

Technical Creative Director: Matt Hyde

Technical Director: Hugo Scott-Slade

Landscape Artwork: Tristan Menard

App Production Company: Glitchers, London

Game Design Director: Max Scott-Slade

Developer/Game Design: Andy Barnard

Creature Design/3D Modelling & Texturing: Zhivko Terziivanov

UI Design: Patrick Schofield

Senior Designer: Bruno Di Lucca Goncalves

Designers: Daniel Reeve/Barbara Gaiarim/Daniel Gomes

Production Companies: BUF, Paris/Unit Media, London

Director: Bibo Bergeron

Animation Company: BUF, Paris

Sound Design Company: Grand Central, London

Sound Designers: Aaron Taffel/Tim Garrett

Description of the Project:
Deutsche Telekom’s fundamental belief is that “Life is for sharing.” Memories and the people we share them with are what truly matter. Dementia is the single biggest threat to this belief –destroying those memories. It is the next global health crisis; affecting 47.5 million worldwide and tripling by 2050. Despite the size of the problem, dementia research is generations behind that of Cancer. It was clear that dementia research was in desperate need of a new way of thinking.
Our objective was to dramatically change the way research was done by enticing people to volunteer information and time, rather than traditional costly, time consuming lab-based research. The insight that people spend 3 billion hours a week gaming, increasingly on mobile, lead us to the question, could a mobile game be the way to get the data that researchers need?
Our ambition was simple yet revolutionary: seamlessly integrate science and gaming, so that helping researchers fight dementia became less about clinical trials and more about chasing sea creatures. The biggest obstacle to fighting dementia is that there is no way to make an early diagnosis, but one of the first cognitive functions that dementia sufferers lose is navigational skill – which is also a popular game genre.
The challenge was to balance user engagement and scientific utility, capturing the equivalent lab-based data, hidden within an addictive mobile game. New smartphone and touchscreen technology allowed this to happen, for scientists to conduct mobile clinical trials. In doing so we will create the world’s largest benchmark for navigation covering gender, age and location worldwide. This seismic shift in data collection entirely depended on the innovations of the smartphone technology that we have in our pockets.