Newly launched DreamLab App campaign via J. Walter Thompson, Sydney urges Aussies to start their DreamJob – fighting cancer whilst they sleep
Australians with a smartphone are being urged to embrace their ‘DreamJob’ and help fight cancer while they sleep, in a new campaign developed by J. Walter Thompson Sydney, for the DreamLab app, which uses a smartphone’s processing power to solve cancer research problems while the handset is idle.
The ‘DreamJob’ awareness campaign, supported by fellow WPP AUNZ agencies Hill+Knowlton Strategies, MEC and Webling, aims to get one million people using the DreamLab app. It comprises TVC, OLV, press, digital, and PR, and features actress, model and cancer survivor, Tessa James.
As a symbol of participation, the DreamJob campaign will also see a wave of job title changes on LinkedIn to ‘Cancer Researcher at DreamLab App’ in a move designed to spread awareness to millions of Australians who can now take part in this worthy cause.
Says Simon Langley, ECD, J. Walter Thompson (and Cancer Researcher at the DreamLab app): “We needed to create a compelling way to ensure as many Australians as possible download the app. Utilising the LinkedIn platform felt like the perfect place to do it.
“It’s a simple concept with far reaching and important consequences, and a campaign we’ve been incredibly proud to work on. We often remark in our working lives that we’re not curing cancer, but now thanks to DreamLab we can help Garvan speed up cancer research.”
The DreamLab app, which is now available on iOS and Android, combines the processing power of Australian mobile devices to create a smartphone distributed supercomputer that solves cutting-edge cancer research problems. When your smartphone is idle, like when you’re asleep, it can be put to work speeding up cancer research. The more people who download and use the app, the faster it can help find safer and more effective cancer treatments. It is supported by the Vodafone Foundation and The Garvan Institute of Medical Research.
While anyone with a smartphone and an internet connection can use DreamLab, Vodafone Australia is also supporting the campaign further by making the mobile data to use DreamLab free on its network for customers.
Says Alyssa Jones, head of Vodafone Foundation Australia (and Cancer Researcher at DreamLab app): “It’s never been easier for Australians to contribute to a cause that touches so many of us. We all want to play a part in overcoming this horrible disease and what makes the DreamLab app unique is that it’s an easy way to support cancer research.”
Luke Smorgon, CEO of Transpire, the company that built the app, said the the app was a cutting-edge way of contributing to research aimed at solving a global problem.
Says Smorgon: “Smartphones are now used by more than eight in ten adults in Australia, and the large majority of us have it plugged in and idle every night. The DreamLab app taps into this unused processing power.
“We did a lot of user testing that helped us refine the design journey – adding motivational landmarks and a gamification element for example – to give people a real sense of the tangible contribution they are making to help solve cancer.”
“We are delighted to have partnered with Vodafone Foundation again to develop a smart piece of technology to help speed up cancer research.”
The campaign goes live from this week.
J. Walter Thompson, Hill+Knowlton Strategies, MEC and Webling are all part of WPP AUNZ, Australasia’s leading marketing communications agency.
J. Walter Thompson
Simon Langley, Executive Creative Director & Cancer Researcher at the DreamLab App
Will Edwards, Creative Director & Cancer Researcher at the DreamLab App
Chris Badger, Creative Director & Cancer Researcher at the DreamLab App
Simon Hayes, Art Director & Cancer Researcher at the DreamLab App
Giles Clayton, Copywriter & Cancer Researcher at the DreamLab App
Ana Lynch, Group Account Director & Cancer Researcher at the DreamLab App
James Ansell, Senior Account Director & Cancer Researcher at the DreamLab App
Rebekah O’Grady, Account Manager & Cancer Researcher at the DreamLab App
Carly Yanco, Planning Director & Cancer Researcher at the DreamLab App
Brona Kilkelly, Strategic Planner & Cancer Researcher at the DreamLab App
Amanda Slatyer, Producer & Cancer Researcher at the DreamLab App
MEC
Matt Benning, Group Business Director & Cancer Researcher at the DreamLab App
Mat Linnett, Investment and Activations Director & Cancer Researcher at the DreamLab App
Alisha Imam, C&C Manager & Cancer Researcher at the DreamLab App
Tanya Douglas, Senior Digital Manager & Cancer Researcher at the DreamLab App
Justine Cowie, Digital Analyst & Cancer Researcher at the DreamLab App
The POOL COLLECTIVE
Simon Harsent, Director & Cancer Researcher at the DreamLab App
Cameron Gray, Executive Producer & Cancer Researcher at the DreamLab App
Ian Ford, Lines Producer & Cancer Researcher at the DreamLab App
Penny O’Brien, Stills Producer & Cancer Researcher at the DreamLab App
Webling
Carlos Guedes – Digital Creative Director & Cancer Researcher at the DreamLab App
Hill+Knowlton Strategies
Penelope Holloway, Managing Director & Cancer Researcher at the DreamLab App
Helen Reiher, Director & Cancer Researcher at the DreamLab App
Emma Miller, Account Manager & Cancer Researcher at the DreamLab App
Watercolour Artist
Sarah Hankinson & Cancer Researcher at the DreamLab App
Transpire
Luke Smorgon – Chief Executive Officer & Cancer Researcher at the DreamLab App
13 Comments
Who was the Cancer Researcher at the DreamLab App?
Cool if you’re doing this to cure cancer. If you’re trying to win awards, this already won at Cannes only a couple of years ago.
Samsung Power Sleep, Cannes Lions 2014 Innovation shortlist: https://www.youtube.com/watch?v=93Wc4Tl7sXM
This is an insult to Cancer sufferers. As if a bunch of phones have any more processing power than some decent computers. Take the money from the app, the advertising and the awards budget to set up a processing unit and you’ll money to spare. The Linkedin thing is clever but the app is absolute bullshite.
Not worth entering this in awards unless there is a new plagiarism category
https://www.dandad.org/awards/professional/2015/white-pencil-creativity-for-good/24209/samsung-power-sleep/
I don’t think the agency is claiming the app here. The release reads as if they are just promoting it through the LinkedIn idea, which I think is a very smart way to raise awareness and spread the word.
@ Young CD Guy
Actually you should read about Folding@Home, the largest distributed computing network ever, focused on cancer protein simulations.
For large portions of it’s existence it’s surpassed the fastest computer on earth. That was largely off the back of 15 million PS3s
Since then phone processors have become as powerful if not more powerful than PS3s and there are >16 million smart phones in Australia. Solid numbers.
Try being less of a blow hard.
@ffx
Mate, mobile cpus are not as powerful as PS3, although they are getting closer. Evident in the fact that folding@home focuses on personal computers, not phones. I worked with IBM for 2 years and Watson and similar shit all over the capability of even 16 million phones. Thanks for trying though.
Not sure if research is something you do for living, but try some.
Distributed computing is the capability DreamLab uses, and has been leveraged all over the globe for at least 5 year for various project.
Also – CPU chips on iPhone 6 onwards are almost as good, if not better than your work producer’s windows laptop.
This press release is a joke, but you and your humble bragging of working with IBM is even worse.
phones and cancer. um.
Does JWT do any real work?
You’re so right. All that work with IMB was just a dream.
I think that leveraging the processing power that is already around and not being utilised is a far easier solution than building a supercomputer.
Supercomputers require cooling solutions, data centres, they aren’t cheap affairs. I think that leveraging existing software and spending some on marketing is much cheaper than going and building a supercomputer.