Eurofarma's “Scrolling Therapy” created by Dentsu Creative Argentina, Brazil & U.S. won 1X GRAND PRIX, 1X SILVER, 2X BRONZE
A digital tool, powered by AI, that enables Parkinson’s patients to control their social media feeds using facial therapy exercises has won a total of 4 Cannes Lions including a Grand Prix in the Pharma Category at The Cannes Lions International Festival of Creativity 2023.
Created by Dentsu Creative Argentina, Brazil and U.S., for Brazilian-based multinational pharmaceutical corporation, Eurofarma, “Scrolling Therapy” uses facial recognition technology to transform the most important facial therapy exercises into the most common social media actions, enabling patients to control and interact with their social feeds using only their faces.
"These awards recognize the hard work and passion we have invested in 'Scrolling Therapy'. We would like to thank our talented team, the US and Brazil teams for helping us make the project a reality and Eurofarma for their confidence in our creative approach,” added Gastón "Tonga" Cánaves and Agustín Alba, General Creative Directors of Dentsu Creative Argentina.
Fully integrated with Facebook and Instagram, Scrolling Therapy helps strengthen the facial muscles, enhance motor control, and improve brain activity, as they navigate their feed using their mouth, nose, forehead, eyebrows and other facial movements. Turning a daily time drain of scrolling into valuable therapy.
The app is created to improve symptoms in 12 weeks of daily use and is available for free available at Apple Store and Android, to all 8.5 million Parkinson’s patients.
The team at Dentsu Creative delivered for Scrolling Therapy to support their colleague Sebastián Porta, a Parkinson’s patient himself, who raised the idea of challenging the network’s innovation and creativity to help the Parkinson’s community.
“This Grand Prix hits the sweet spot in so many ways. It recognises work that is truly close to our hearts and has ability to better the world. It demonstrates the very best of Radical Collaboration at Dentsu Creative, as an idea born in Argentina, developed in the US and manufactured in Brazil. What way to celebrate and endorse what we stand for as a business one year on from our launch”, says Rafael Rizuto, Chief Creative Officer, Dentsu Creative US and Hispanic LATAM.
In the Pharma category Scrolling Therapy received a Grand Prix for Patient Engagement / Digital Craft UX, with shortlists in Patient Engagement / Mobile, Innovative Use of Tech / Use of Technology and Innovative Use of Tech / Healthcare Product Innovation. The work also excelled in the Social & Influencer Lions with a silver in the Social Data & Insight sub category, further shortlisting in Social Purpose and Social Behaviour .
In addition, the team picked up a Bronze in the Brand Experience & Activation Lions in the social behaviour category, also shortlisting in Social Engagement & Integration for Live Experience and Healthcare. In the mobile category, the work picked up a Bronze in social purpose.
The success of Scrolling Therapy contributed to the dentsu overall tally, with the network taking home 2 Grand Prix, 27 Lions and 95 shortlists this lead to dentsu winning regional network of the year for APAC.