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Meuhedet Health Fund's AR Experience Turns Injured Children into Superheroes

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BBR Saatchi & Saatchi launches the 'Little Superheroes' project to give children with arm injuries a new look

Meuhedet Health Fund's AR Experience Turns Injured Children into Superheroes
Children adore being superheroes. They play with superhero toys and mimic their signature moves, climbing on the couch just to jump off it seconds later in an attempt to fly through the air just like Superman, Wonder Woman or whichever superhero is currently popular.

But unlike superheroes, when kids go wild they can get hurt and break an arm. And when that happens, they feel like the farthest thing from a hero - and their sadness can leave adults feeling helpless and powerless.



It’s exactly for cases like these that the Meuhedet Health Fund and BBR Saatchi & Saatchi launched a new and unique Augmented Reality experience: Little Superheroes. Starting today, all doctors treating kids for broken arms can apply a special band onto the cast which, when scanned through the health fund’s app, turns their arm into a bionic arm. Just like their favourite superheroes, these arms are complete with laser beams, spikes and other superpowers. It's a sure way to make children's tears stop almost instantly and ensure that instead of sitting at school in a corner of the playground while their friends play – they are able to take part and become the heroes of the playground.
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Client

Advertiser: Meuhedet Health Fund

Other

Web Development: Appearia (App Development)

Creative Agency

Creative Agency: BBR Saatchi & Saatchi, Israel

Chief Creative Officer: Yaron Perel

Creative Director: Kobi Cohen

Copywriter: Nofar Birenbaum

Art Director: Shani Sofer

Producer: Bosmat Ben David, Maya Palmon

Chief Executive Officer: Ben Muskal

Project Managers: Alina Yavsenko, Nofar Birenbaum

Digital Creative Director: Naor Itzhak

VP Client Services: Aviv Benzikri

Account Supervisor: Rotem Mizrachi Yoshia

Account Executive: Hilla Rahimi

Planning: Eva Hasson (Planning Information Specialist)

Editor: Leehou Porat (Video Editor and Director)

Studio Manager: Yaron Keinan

Traffic : Mor Hay (Studio Traffic), Ronit Doanis (Traffic Director)

Studio: Zehava Gonen Greenberg, Chen Ariel Graizman, Masha Varshitsky, Noam Carmel, Jenny Gindus, Dana Schossberger, Eyal Vinitzer, Gabi Levi Elkayam

Chief Technology Officer: Roy Zoaretz

Content and Production: Iris Yisraeli (VP)

Genres: People, Action

Categories: Medical Associations, Healthcare and Wellness

LBB Editorial, Wed, 22 May 2019 14:51:40 GMT