| Titulo | Therapeutic Play |
| Brief | The charity Gamers Outreach partnered with Xbox to create ‘Therapeutic Play’, a reinvention of gaming as a tool to help aid recovery for children in hospitals. It was all made possible by an innovation – part console, part hospital equipment – that made gaming in the medical environment a reality, and one that was impossible for regular consoles to achieve due to cost and hygiene. The kart, powered by Xbox, was specially designed for the hospital setting, with medical-grade materials for sanitation, ergonomic trays for hospital devices, swivel wheels to transport around the wards and a shape that would work with other hospital furniture. Suddenly, gaming became not just a bit of fun, but part of the recovery process, aiding children’s mental health through connecting with others in similar situations, and playing a part in their physical recovery by keeping them engrossed as medical staff treated them. |
| Agência | McCann London |
| Campanha | Therapeutic Play |
| Anunciante | Microsoft |
| Marca | Xbox |
| Posted | Novembro 2022 |
| Sector Empresarial | Consolas de videojogos |
| História | Gaming gives everyone a way to escape, but some people have more to escape than others. Children who spend long periods in hospital can feel not just isolated, but their conditions can actively worsen due to the trauma and anxiety that the hospital environment can cause. The objective was to help these children thrive in the toughest of circumstances. |
| Tipo de Mídia | Case Study |
| Produção | Hungry Man |
| Pós produção | Company3 |
| Pós produção | Native Music |
| Chief Creative Officer | Rob Doubal |
| Chief Creative Officer | Laurence Thomson |
| Director executivo criativo | Jamie Mietz |
| Director executivo criativo | Sanjiv Mistry |
| Director criativo | William Cottam |
| Director criativo | James Crosby |
| Chief Client Officer | Jessica Tamsedge |
| Global Business Lead | Sailesh Jani |
| Diretor dos Negócios | Melanie Vickers |
| Diretor dos Negócios | Oscar Flintoft |
| Director de contas | May Sinlapa |
| Director de contas | Katie Hawker |
| Account Associate | Sophie Toy |
| Project Manager | Clare Prager |
| Project Manager | Georgia Wettenhall |
| Project Manager | Vicki Lam |
| Project Manager | Nora Weber |
| Diretor de Estratégia | JJ Bender |
| Chief Production Officer | Ben Clark |
| Produtor executivo | Alec Christie |
| Senior Producer | Doug Wade |
| Pós produção | Alex Blowers |
| Editor | Xavier Perkins |
| Sound Designer | Gurdeep Singh |
| Mix | Gurdeep Singh |
| Editor | Andy Williams |
| Business Affairs | Monique Naraina |
| Colorist | Yoomin Lee |
| Produtora | Hungry Man |
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