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 passionwe 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 if 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.
Taken from: https://www.dentsucreative.com/news/cannes-2023-scrolling-therapy-grand-prix