The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Mobile

#BeFearless

Agency Cheil Worldwide / Seoul + Cheil Germany / Frankfurt + Cheil MEA / Dubai + Cheil Russia / Moscow

Client Samsung Electronics
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Annual ID

OS_MO17038M

About the Work

‘Fear of heights affects 1 in 4 people’ (Brandt & Huppert, 2014) Being afraid of heights limits many aspects of people’s lives. But only few are willing to talk about it. #BeFearless is the first virtual reality platform to overcome fears. We collaborated with VR developers and psychologists to create a unique VR program that offers users the chance to experience situations of high altitude. Users are confronted with their fears in increasing levels and for the first time the app analyzes heart rate and eye movement to give instant personalized feedback. Best of all, users can train in the comfort of their homes and at their own pace. We followed the lives of 18 millennials in Europe and Asia whose lives have changed after participating in our 4 weeks of training. Eventually #BeFearless campaign convinced press and experts worldwide that VR can be much more than entertainment.