This is a campaign that touched our hearts – at a time when we humans needed all the help we could get, in the fightback against Covid-19. The concept of DreamLab is simple: an app that pools the processing power of our smartphones, so it can then be harnessed by a super-computer at Imperial College in London, which researchers are using to power research into potential Covid treatments. Simply switch the app on when you go to bed, and the app does the rest – so 'you can fight covid while you sleep'.
Our job was to create a series of films (and supporting campaign), to promote the app and drive sign-ups. Easier said than done.
The films were created in the height of lockdown – with travel bans in full effect. We couldn't fly anywhere; no one wanted us filming in their homes, and our specialist team of makers (including our editor and animator) were also housebound. Nevertheless we had just four weeks from briefing to turn round the two films – including social reversioning and translation into 11 languages, plus creating a series of stickers, GIFS and other assets – all on a budget of less than £30k.
In terms of results, our campaign helped Vodafone get to over one million users of the DreamLab App – earning primetime news coverage and front pages on The Sunday Times and other outlets.