The One Show
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The Systemic Booth
Agency Area 23, an IPG Health Company / New York + HORIZON THERAPEUTICS / Deerfield + THE MILL / New York City
Category
Experiential / Immersive / Events
Annual ID
OS24_PH024M
About the Work
Kidney doctors often don’t realize that treating a patient’s gout is within their purview-gout ranks low on the list of concerns for these life-or-death doctors. The convention hall where the work was activated was also full of booths informing about “higher-ranked” issues.
Our objective: create a booth that was impossible to ignore, to show doctors a truth—that gout could be almost anywhere.
We created a mobile AR experience that allowed our information to take over competing spaces and place our messaging in the middle of all other content. Every surface became a media opportunity.
We challenged doctors to collect body parts impacted by uric acid, then return to our booth for a final prize.
We piqued interest with our nearly blank booth, then immersed them in a world of infiltrating uric acid crystals. By behaving insidiously to take over spaces just like the disease does, we reinforced its dangerous nature and gained attention, with original animations and educational content that didn’t feel like education at all.
Our AR experience triggered on phones, bringing to life mammoth organs: a giant heart spewed acid crystals; an enormous kidney shot crystals in every direction; a looming foot full of uric acid exploding; an eyeball cracked like an acid-infested egg, spilling onto the floor; a towering spine overrun until it shattered.
Our experience created a huge buzz. With 20 additional spaces outside our booth serving as billboards for our messaging, over 80% of attendees engaged with us. Average time spent with the experience was over 9 minutes.
In only 4 days, there were over 2,600 visits to the website, which contained additional education for visitors. Attendees agreed it encouraged them to think more urgently about the systemic impact of gout. They also remarked that it was undeniably cool.
Our objective: create a booth that was impossible to ignore, to show doctors a truth—that gout could be almost anywhere.
We created a mobile AR experience that allowed our information to take over competing spaces and place our messaging in the middle of all other content. Every surface became a media opportunity.
We challenged doctors to collect body parts impacted by uric acid, then return to our booth for a final prize.
We piqued interest with our nearly blank booth, then immersed them in a world of infiltrating uric acid crystals. By behaving insidiously to take over spaces just like the disease does, we reinforced its dangerous nature and gained attention, with original animations and educational content that didn’t feel like education at all.
Our AR experience triggered on phones, bringing to life mammoth organs: a giant heart spewed acid crystals; an enormous kidney shot crystals in every direction; a looming foot full of uric acid exploding; an eyeball cracked like an acid-infested egg, spilling onto the floor; a towering spine overrun until it shattered.
Our experience created a huge buzz. With 20 additional spaces outside our booth serving as billboards for our messaging, over 80% of attendees engaged with us. Average time spent with the experience was over 9 minutes.
In only 4 days, there were over 2,600 visits to the website, which contained additional education for visitors. Attendees agreed it encouraged them to think more urgently about the systemic impact of gout. They also remarked that it was undeniably cool.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Area 23, an IPG Health Company / New York
Client
Julie Hernandez
Kristen Charnota
Client / Brand
Horizon Therapeutics / Deerfield
Production Company
The Mill / New York City
Art Director
Karol Gomez
Christian DeAbreu
Chief Creative Officer
Tim Hawkey
Creative Director
Steve Hennisch
Dan Cohen
Agustin Chung
Dorothy Philippou
Erik Clancy
Samantha Cheirif
Magdalena Cebula
Executive Creative Director
Jason Graff
David Adler
Executive Producer
Cary Flaum
Blake Nickle
Cassandra Robertson-Reuter
Producer
Maria Hill
Product Manager
Brian Binns
User Experience Designer
Jonathan Fuhrken
Account Manager
Barbara Warnock-Morgan
Director Technology
Bill Hanff
Richard Tolenaar
Director, Technology
Adam Smith
Senior Developer
Viraj R
Technology Manager
Jenny Lai
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