Portable Arcade for live meetings & Conference

CHALLENGE:
Design a fun and interactive addition to a biotechnology conference presented by by MedImmune, a biologics research and development company and member of the AstraZeneca group. The mandate was to ensure content was dynamic, entertaining and physical, to cultivate social interaction and to energize attendees transitioning between learning sessions.

TRANSFORMATION: 
We designed an animated gesture-based attraction where players were able to kill cartoon cancer cells to defend healthy cells. The experience was centrally located to attract a crowd of cheerleaders fresh out of meetings. Players were tasked with defending healthy cells against cancer cells by waving their arms and legs to trigger action. Players had three chances to annihilate the bad cells before those cells dominated; if a bad cell reached a healthy cell, the healthy cell turned into cancer and the player lost.

RESULT:
Cancer Smash rallied players around an immersive experience that got them moving, talking, sharing and having fun, ultimately making the event a more memorable experience. Investing in team building exercises enhances connections and business will be more productive when your team is happy.

Audience: Healthcare Professionals and patients
Year: 2019