| Título | 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. |
| Agencia | McCann London |
| Campaña | Therapeutic Play |
| Anunciante | Microsoft |
| Marca | Xbox |
| Posted | Noviembre 2022 |
| Sector Empresarial | Consolas de videojuegos |
| Sinopsis | 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. |
| Medio | Case Study |
| Producción | Hungry Man |
| Postproducción | Company3 |
| Postproducción | Native Music |
| Responsable de la creación | Rob Doubal |
| Responsable de la creación | Laurence Thomson |
| Director ejecutivo de creación | Jamie Mietz |
| Director ejecutivo de creación | Sanjiv Mistry |
| Director creativo | William Cottam |
| Director creativo | James Crosby |
| Chief Client Officer | Jessica Tamsedge |
| Global Business Lead | Sailesh Jani |
| Business Director | Melanie Vickers |
| Business Director | Oscar Flintoft |
| Director de cuentas | May Sinlapa |
| Director de cuentas | Katie Hawker |
| Account Associate | Sophie Toy |
| Director de proyectos | Clare Prager |
| Director de proyectos | Georgia Wettenhall |
| Director de proyectos | Vicki Lam |
| Director de proyectos | Nora Weber |
| Strategy Director | JJ Bender |
| Chief Production Officer | Ben Clark |
| Productor ejecutivo | Alec Christie |
| Senior Producer | Doug Wade |
| Postproducción | Alex Blowers |
| Montador | Xavier Perkins |
| Sound Designer | Gurdeep Singh |
| Mix | Gurdeep Singh |
| Montador | Andy Williams |
| Business Affairs | Monique Naraina |
| Colorista | Yoomin Lee |
| Productora | Hungry Man |
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