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VR Vaccine

Industry: Professional & Public services
Media:Direct Market
Style: Minimalism

Our main strategy consisted in the use of VR to transport kids out of the traditional vaccination moment, the cold and white environment of a hospital is transformed into a magical place and the vaccine stop being a hassle to become a form of entertainment. We created a 3 minute VR experience. A Super-hero story that shows and helps convince kids that the vaccination they are getting is a shield that will protect them against villains both in the VR world and in real-life. This strategy allowed us to make a better experience for kids but also for the nurses that apply the vaccine and can apply them in kids that are calmer and not under stress.

VR Vaccines intended to provoke a direct response from the target: change your mindset about the childhood vaccination fears. The whole idea behind the campaign was to show through a VR experience the possibilities to transform crying reactions into entertaining moments. At the same time as the vaccine’s application happens, the kid is watching an engaging adventure on VR Glasses. So, for every key step of vaccination, we deliver a special moment that will make the child feel stronger.Due to this, Hermes Pardini became alive as a brand by improving children's health directly, engaging its target audience as kids and parents.

We did this action in April, the highest flu month in Brazil, due to the colder weather, and got a huge visibility within the national and international press. Brand perception improved and our website visits rose around 9% and the number of vaccinations scheduled for the period rose 13% in the participant units. The client has now the plan to expand the project to all it's 80 units in Brazil. And it's stock price rose since the debut of this idea. But most important, other vaccination centers already contacted Hermes Pardini to buy and use the technology.

The VR vaccine is an immersive experience that uses Virtual Reality to entertain children during the vaccination process. As the children enter the vaccination room, we invite them to participate on a VR adventure inside a super-hero themed land, we match the actions inside the experience to the actions in real life, applying the vaccine at the same time the Super-Heroes inside the VR experience apply a super-shield to the children's "animated" arm. A shield that will then help the princess to save her kingdom. Our goal was to create something colorful and friendly. Everything was planned to make the children more calm and quiet during the process. The dialogues and even the colors are used to helps kids overcome the fear. We wanted to transform a traumatic experience in an experience they will want to repeat.

Every year, hundreds of millions of children around the world have to face one of the scariest childhood villains: the vaccines’. The story is always the same, kids cry and scream when they see the needles. Moreover, this problem also affects parents and nurses. The parents fell guilty every time they have to take children to a vaccination clinic. The nurse gets stressed out with crying kids that can move a lot during the process and force them to make an error.Hermes Pardini, one of the biggest brazilian laboratories and vaccination centers, wanted to tackle that issue with technology. Our brief was to help the Hermes Pardini to make the vaccine moment less painful to kids, parents, and nurses changing any negative perception linked to this process.

First we created a story that would explain to the kids what a vaccine means, we decided to show the analogy of a shield that when applied can help destroy enemies. Then we developed the animation and created the VR experience around it, transporting the kids to a special kingdom, where he interacts with a princess that will apply the shields. A mobile application was then created to let parents and the medical staff to know everything that the kid was experiencing inside the VR gear and the right moments when to clean the area and apply the vaccine. And to finalize we decorate the rooms where the system was used and also developed band-aids that would serve as honor badges and connect even more the VR experience with the real experience.
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Other credit:Entrant Company: OGILVY BRASIL, São Paulo, Brazil
Additional Company: HERMES PARDINI, São Paulo, BRAZIL
VP Executive Creative Director, Claudio Lima, Ogilvy Brasil
Broadcast Production Director, Rafael Rosi, Ogilvy Brasil
Executive Producer, Cecília Taioli, Ogilvy Brasil
Executive Director, Alberto Lopes, Vetor Filmes
Executive Director, Paula Moraes, Vetor Filmes
Executive Director, Francisco Puech, Vetor Filmes
Account, Isabela Gava, Vetor Filmes
Account, Giovana Grigolin, Vetor Filmes
Animation Supervisor, Leo Cadaval, Vetor Filmes
Programmer, Kleber Kenyti, Vetor Filmes
Account, Manuela Thomas, Sonido
Account, Evandro Cavalcanti Neiva Neto, Sonido
Marketing Manager, Cristiane Vieira, Hermes Pardini
Vaccines Coordinator, Melissa Palmieri, Hermes Pardini
Health Wellness Account Director, Denise Israel, Ogilvy Brasil
Cannes Lions International Festival of Creativity 2018
Silver Brand Experience & Activation
Use of AR, VR & Mixed Reality
Cannes Lions International Festival of Creativity 2018
Bronze Digital Craft
Function > UX & Journey Design
Cannes Lions International Festival of Creativity 2018
Shortlist Digital Craft
AR, VR & Mixed Reality
D&AD 2018
Graphite Pencil Experiential
Tech Led
The One Show 2018
Gold Pencil Health, Wellness & Pharma
Digital / Use of Technology
The One Show 2018
Gold Pencil Health, Wellness & Pharma
Digital / Mobile
The One Show 2018
Bronze Pencil Direct Marketing
Ambient Media / Experiential & Installations
The One Show 2018
Bronze Pencil Health, Wellness & Pharma
Innovation in Health & Wellness
The One Show 2018
Merit Print & Outdoor
Innovation in Print & Outdoor / Ambient Media
Cannes Lions International Festival of Creativity 2017
Gold Pharma
HCP Devices & Diagnostics
Cannes Lions International Festival of Creativity 2017
Silver Pharma
HCP Devices & Diagnostics
Cannes Lions International Festival of Creativity 2017
Bronze Outdoor
Use of Digital Outdoor
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Immersive Customer Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Technology
Cannes Lions International Festival of Creativity 2017
Shortlist Pharma
HCP Devices & Diagnostics
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