We were delighted to be selected to be part of The Creative Review Annual 2018, officially launched at the Old Truman Brewery.
The Creative Review Annual is one of the most respected and trusted awards for the creative industry, celebrating the best creative work from the past year. Each year, entries are judged by an esteemed panel of industry experts, who choose the work they feel represents the best of the year across all aspects of Advertising, Design and Digital platforms.
Our bespoke, digital artwork commission The Zoo was selected to be part of the ‘digital experiential’ category.
The Zoo is a 90-minute-long film which can be played on a seamless loop, featuring moving portraits of 42 different animals, ranging from domestic to wild. The film was designed to provide a positive distraction to children waiting or being treated in the Children’s Emergency Department at Chelsea and Westminster Hospital, who can often be anxious, distressed or experiencing pain.
Working with creative filmmakers Accademia, we partnered with London Aquarium, Colchester Zoo, Battersea Dogs and Cats Home, Battersea Park Children’s Zoo, and Hounslow Urban Farm to film the diverse range of animals. The digital film is accompanied by a small booklet called The Zoo Passport, which gives information about some of the animals featured, such as their names, ages, and fun facts about their species.
Since The Zoo has been installed, we have had excellent feedback from patients, families, and staff.
One patient said: ‘My name is Rudy. I cut my knee very badly today and while I was being treated, my Dad and I enjoyed laughing and giggling at your amazing digital animals. They are brill – thank you.’
Lead nurse Emma said: ‘The artwork and designs implemented over the recent months have enhanced the visual stimulation for both parents and children and the animal screens have acted as a good distraction tool during procedures. Overall I really like the artwork and it enhances the patient experience.’
Due to the success of The Zoo, we have also installed it in the paediatric outpatients department. The Zoo will also be the subject of a full clinical trial in 2018 to objectively assess the impact of the intervention on the distress and perceived pain of the patients. A pilot of the study indicates a reduction of up to 30% in observable signs of pain and distress, and we are excited to verify this with the full study.