Stuck in the middle
It’s fair to say we get to work on more than our fair share of exciting technology launches. Tech plays such a large part in our lives, and who we are as an agency.
The real magic happens when technology is combined with a purpose that’s not only game-changing, but also life-changing. Throw in the chance to work with Star Wars actor John Boyega and, well, when can we get started?
But that’s jumping ahead of ourselves – first let’s introduce the brief: launch Vodafone Foundation’s DreamLab to a UK audience.
DreamLab is an app that has the power to turn smartphones into a single, virtual super-computer. This form of distributed computing is capable of processing billions of calculations that would otherwise need dedicated machines to crunch.
In this instance, the data being crunched is helping speed up vital cancer research. It’s an incredibly effective way to use your phone when, well, when you’re not using it.
Vodafone asked us: How can we show people in the UK that DreamLab is the easiest way to play a small but crucial role in the fight against cancer?
Our answer: By showing them that by downloading the app and charging their phone overnight, they can make a real difference and get to #SleepLikeAHero.
Our creative launched today with a 60 second film, ‘The Call’, starring John Boyega. The spot, concepted and produced by Text100, and written and directed by Chris Boyle, sees Boyega eagerly receiving a call from his agent offering him a new “hero” role.
Every actor is awaiting that next call, that potential big break, so it’s an instantly recognisable scene. The twist is not what John expected: he’s asked not to star, but to play sidekick to the app. It’s a genuinely warm and funny performance and John’s ready and willing to accept the challenge to #SleepLikeAHero.
Supporting this main creative is a secondary, standalone, campaign running across social which puts everyday heroes to the fore and striking their #SleepLikeAHero poses.
Delving deeper into DreamLab
A final strand of creative, which delves deeper into the DreamLab app, is a ‘How To’ video featuring Vodafone Foundation partner, Imperial College London. It demonstrates how DreamLab’s processing power will help match genetic profiles to cancer treatments, find new combinations of existing drugs, and ultimately enable tailored treatments for patients.
We’re using all three creative elements to create a campaign that will be shared across social channels in an exciting range of ways.
We work on creative solutions for clients all the time, but it’s not every day we get to say we’ve worked on a project that can make a difference in the lives of so many.
If you’ve not already checked out ‘The Call’ then see the video now. Oh, and while you’re at it, download the app and #SleepLikeAHero tonight.
|Lead Agency / Production:||Text100|
|Creative Director:||Tom Edwards|
|Agency Producer:||Ryan Prout|
|Account Manager:||Mike Browne|
|Creative team:||Jack London, Martin Lathbury, Shodor Uddin, Sarah Kerley, Anthony Chapman|
|1st AD:||Nick Goulden|
|2nd AD:||Sam Waddington|
|Production Coordinator:||Dan O’Neil|
|Focus Puller:||Dan Villanueva|
|2nd AC:||Eva Perkins|
|Art Director:||Caroline Story|
|Props Buyer/Stylist:||Ali Gartshore|
|Art Assistant:||Eugenie Scrase|
|Art Assistant:||Nicola Wake|
|Prop Master:||Alan Akehurst|
|Standby Props:||Alfie Sowden|
|Stylist Assistant:||Julia Salmon|
|Location:||Nina Divall at No90 Locations|
|Talent Barber:||Eph The Barber|
|Talent Groomer:||Natalie Abizadeh|
|Stills Photographer:||Jordan Curtis Hughes|
|Stills Assistants:||Amy Smith, Sasha Green|
|BTS Video:||Josh Eve|