Samsung: Phantom Limb Therapy [image]

Credits & Description:

Title: Phantom Limb Therapy
Agency: Leo Burnett México
Brand: Samsung
Country: Mexico
Entrant Company: Leo Burnett México, Mexico City
Advertising Agency: Leo Burnett México, Mexico City
Production Company: Vr3.Io, Mexico City / Landia Films, Mexico City
Chief Creative Officer: Daniel Pérez Pallares (Leo Burnett México)
Executive Producer: Roberto Collazo (Leo Burnett Mexico)
Agency Producer: Jesus Almazan (Leo Burnett Mexico)
Executive Producer: Thomas Amoedo (Landia)
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Integrated Creative Director: Daniel Mastretta (Leo Burnett Mexico)
Agency Producer: Jorge Amare (Leo Burnett Mexico)
Film Director: Francisco Paparella (Landia)
Lead Developer: Patrick Moss (Vr3)
Senior Developer: Oscar Chavez (Vr3)
Senior Developer: Roberto Ramos (Vr3)
Digital Artist: Raquel Schaar (Vr3)
3d Artist: Rodrigo Moreno (Vr3)
Junior Developer: Gustavo Leglise (Vr3)
Lead Developer: Alfonso Juan De Dios Moreno (Leo Burnett Mexico)
Account Director: Carlos Sandoval (Leo Burnett Mexico)
Strategy:
The main target audience for our application were Phantom Limb Syndrome patients, people who suffer from the uncomfortable pains that this condition brings, we wanted to create a new way and portable way of treating this problem and helping people using Virtual Reality. The extended audience of our execution were people familiar with technology, and VR enthusiasts who want to see new ways to use these innovative platforms into other realms different than entertainment. We created a mobile application that could be used anywhere and at any time, without the limitations of the physical world, and our strategy was to distribute the message to a wider audience, to show Samsung Devices were the perfect platform to bring this therapy into the VR world. Our brand already had the technology we needed to create this project and inspire other people to use the resource as an innovation and not just a gimmick.
Brief with projected outcomes:
No restrictions regarding this project.
Outcome:
We managed to create an engaging idea with Samsung followers and beyond. The execution became an inspiration for people to see Virtual Reality as a platform not only for entertainment but also something that can help people's lives in their daily lives.We were able to prototype, test and design next to patients who suffer from Phantom Limb Syndrome to make the best execution for their needs.
Campaign Description:
When confronted with finding helpful solutions for Mirror Box Therapy, we found that Mirror Box is actually already a Virtual Reality solution, the arm is not there yet the mirror makes the person create a temporary reality in which it is, this way helping them relieve the real pain by using a virtual construct. The natural evolution of this therapy was bringing the therapy into the realm the digital age. By mixing the processing power of a Samsung Galaxy S7, an infrared sensor, and the Samsung Gear VR we created a new environment in which we would replicate the effects of the Mirror Box Therapy inside a Virtual Digital Space. We found a way to create a portable application in which any person who has the devices can access a free therapy session for their Phantom Limb Pain.
Execution:
We partnered with therapists, a VR developer and patients to develop an application to use with the Samsung GearVR where users can see their missing limb and perform the mirror box therapy in a virtual environment. By showing the missing limb to the person, the application prompts users to do routines and games that help with the relief of the pain. The computing power behind the Phantom Limb platform is the most important part of the system. There are only two processors (Snapdragon 820 or Exynos 8890) that can handle the visual information coming from the Sensor. Because of this, the Samsung S7 edge is the perfect fit. The USB-C port integration of the Samsung Gear VR 2 made it possible to port that information into the phone. The development of the platform took six months and the video case was placed on Samsung's social networks and press release communications.
Synopsis:
The loss of a limb causes life-long complications. And sometimes, when people lose their limbs, the pain experienced remains as the brain keeps sending signals as if it is still there; this is known as the Phantom Limb Syndrome. Every day, many people who have suffered from amputations experience different sorts of symptoms on their missing limb, such as itching, burning, or cramps, that they can't seem to be able to alleviate. Phantom Limb Syndrome is treated with Mirror Box Therapies. These consist on providing patients with a mirror to reflect the limb they still have, in order to trick the brain into believing the other limb is there and possible to be moved. Samsung wanted us to find creative ideas and new uses of their Gear VR headset and one of the insights we had found was that VR is mostly used as a tool for entertainment when it is a platform that can be expanded into other fields.