Australian Defence Mobile Medic
Mobile Medic, the Australian Defence Jobs augmented reality app, has won four Gold Lions at Cannes International Festival of Creativity, for Direct, Media, Promo & Activation (2), along with a Bronze Titanium and Integration Lion. The Mobile Medic app was designed to recruit medical students worthy of a Defence Force University Sponsorship and immerse them in the role of Medical Officer. The AR app allowed students to x-ray, scan, diagnose and treat a series of patients on posters using true-to-life diagnostic techniques. The fully augmented app immersed the student in the role of Medical Officer, letting them use CT scanning, X-ray, Angiogram, Stethoscope, ECG, and Ultrasound, on real and dramatic Defence Force scenarios, with the app augmenting reality in unique way with each execution.
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The AR allowed students to examine 3D organs and fine structures in the body in a way that would simply not be possible in a traditional poster or even on-screen. Students graduated from patient to patient in a race to be rewarded with a Defence University scholarship. The app was the entrance exam. In doing so the augmented experience let them become the Mobile Medic and feel what this role would be like. After students completed the app they entered their details to receive their results. The students who performed the best were phoned straight away to be congratulated, and offered their Defence University Scholarship.
The Mobile Medic campaign was developed at George Patterson Y&R, Melbourne, by executive creative director Ben Coulson, creative director Chris Northam, copywriter Matt Lawson, art director Jake Barrow, digital creative director Mark Addy, digital producer Carrie Burman, digital designer Janna Mamar, user experience lead Luke Tellefson, account supervisor Jason Bass, developer Chuck Brandt, group account director Julian Bell, account director Janet Proposch, account coordinator Chris Bush, account executive Daniel Smith, audio producer Katherine Muir, strategist Tom Ward, working with Australian Defence Force medical consultant Peter Smith, photographer Hugh Peachey, retouchers Marcus Byrne and Mal Stark at Starkart.