Scrolling Therapy
Brand: Eurofarma
Agency: Dentsu Creative New York
Patients with Parkinson’s disease can struggle to convey emotions after losing the ability to move facial muscles—a symptom called “facial masking.” While a common 45-minute daily routine can offer some relief, adherence to the therapy tends to be low due to the physical, mental and emotional toll. Pharmaceutical company Eurofarma, with agency Dentsu Creative, created a mobile app to provide a simpler way to ease this symptom. Recognizing people’s tendency to spend hours on social media, Eurofarma developed Scrolling Therapy as a way of helping patients engage in a more active therapy that could be easily integrated in their everyday lives. The app allows users to interact with their feeds through facial exercises, turning routine actions like smiling or frowning into interactive commands through facial recognition technology. The brand’s goal is to reintegrate emotional expression into the daily lives of more than 8.5 million people.
—K.C.
Best Use of Virtual Event Technology
eos Presents Mariah Carey’s Winter Wonderland in Roblox
Brand: eos
Agency: Mekanism New York
Tapping into the seasonal spirit, personal care brand eos partnered with one of the celebrities most synonymous with the holiday season—Mariah Carey—for a virtual celebration. Going from the real world to the digital one, the collaboration unfolded on gaming platform Roblox, where Gen Z and millennial audiences could interact with the singer. In the virtual space, eos created the “eos Hub,” a lip balm-inspired playhouse where fans could collect branded merchandise, enjoy an elevated gaming experience and virtually share the stage with Carey. Leveraging programmatic ads and in-game notifications, eos saw a seven-fold increase in Livetopia visits, more than 6 million interactions with branded items and a 255% jump in eos Hub visitors. The virtual event exceeded expectations, with more than 51 million impressions and 48 million earned media impressions as the brand brought music, gaming and beauty to a growing tech-savvy audience.
—K.C.
