Creative Direction / Concept / Storytelling / Design Leadership / Visual Design / Design Thinking / User Research / Strategy
A travelling immersive gamified experience to bring awareness towards cancer prevention.
Cancer is responsible for 4 million deaths a year all over the world. About 30% to 50% of the cases can be prevented by early detection of risk factors. Our challenge was to create a travelling experience to educate youngsters about Cancer prevention.
The Genesis Mission is a role-playing adventure inside the human body, where students become real transformation agents.
An immersive gamified experience in a customized heavy-duty truck that travels the country visiting schools, bringing awareness towards cancer prevention.
Between 2017 and 2019, the experience travelled to more than 20 cities.
More than 13 thousand students have participated, and it is estimated that the project has already indirectly reached more than 53,000 people.
In 2019, the project was recognized as one of Fast Company's World Changing Ideas, receiving an honourable mention in the creativity category.
The Mission will continue in 2021/22.
Agency: YDreams Global
Client: Barreto's Cancer Hospital (Hospital de Amor)
Creative Directon: Ana Monte
Creative Supervision: Marcelo Casé
Storytelling: Ana Monte, Rafael Rosenhayme and Victor Ataíde
Industrial Design: Victor Ataíde and Joyce Fernandes
Art Direction: Nirlandy Pinheiro, Emerson Almeida, Marcelo Casé
User Research: Priscila Freire
UX / UI Design: Nirlandy Pinheiro, Priscila Freire, Rebecca Bortolami and Victor Mendonça
Motion Design: David Cunha and Nirlandy Pinheiro
3D Modelling and Animation: David Cunha