2020 Winner
2020 Winners
Parkinson Quebec
Traces – A Degenerative Art Experience
Even though people know about Parkinson’s, they often don’t realize how much the disease can evolve over time and change the people affected by it.
With this in mind, Parkinson Quebec wanted to create a communication tool that would make people realize how much the disease degrades one’s life over time.
Insights and Strategy
We realized that a tool was not what people needed. In fact, we found that the best way to get a peek into someone’s mind and express it was through visual art. And with the help of modern technology, we could make art that would highlight and teach people about the symptoms of a disease over time.
Not only did we want to create art that captured the symptoms of Parkinson’s (slowness of movement, rigidity, and tremors) through time, but we also wanted the art to become an outlet for empowerment for all the participants. We wanted it to be a way for them to take back a part of what they had lost.
Execution
In recent years, people with Parkinson’s disease have been at the centre of an experiment – an experiment that aims to create art that one day, we hope, will be all that remains of this disease.
From a simple circle drawn on an iPad, three data points were collected: speed, pressure, and tremors. Then, using these data points, an algorithm created an artistic representation that evolves, day by day, to illustrate the progression of the disease. The paintings (called Traces) left by all those who participated in the experiment were sold in order to help advance research on Parkinson’s disease.
The technology and tools: explain how digital/mobile/social tools were used in an innovative way
To capture the symptoms of Parkinson’s, we used bespoke tools we developed using Java, C#, and Apple’s latest tech in its iPad Pro and Apple pen – more precisely, the pressure and speed sensors. These tools allowed us to collect data from more than 50 people suffering from Parkinson’s during one of Parkinson Quebec’s conventions in 2016. From this data, our in-house team built the software that would generate the progression of the drawn circles.
User experience: detail the challenges and solutions in terms of the user’s experience
To capture the data, we tried many shapes and forms, but ultimately, circles were better suited for people with Parkinson’s.
Once the data was collected, dozens of prototypes were made to help visualize the progression of the sickness. Then, we printed the results of the ever-evolving paintings to form a timeline of the progression of the disease during the life of each participant from day one until the day of the reveal, three years later.
Supporting channels: describe how traditional media were used in support, and how the digital component was the driving force in the campaign's success.
We used Parkinson Quebec’s social media platforms (Facebook and Instagram) and their owned channels (newsletters and personal emails) to tease the reveal of the Traces art project.
Then, the day of the event, we launched the main video on Facebook and Instagram. The video redirected people to a website where people could learn more about the story of each participant and buy or exhibit the paintings.
Results and Impact
The campaign helped increase Parkinson Quebec’s revenue in 2019 by 13% (+$220,000). This positive effect also impacted our 2020 budget with a 23% YOY growth (+$440,000).