London International Awards
2022 Winners and Finalists
Silver
Digital
Technology & Tech Equipment
Entrant: | Havas New York / Havas Germany |
Brand: | Deutsche Parkinson Vereinigung e.V. (German Parkinson Association) |
Title: | "Staybl" |
Corporate Name of Client: | Deutsche Parkinson Vereinigung e.V. (German Parkinson Association) |
Client President: | Friedrich-Wilhelm Mehrhoff |
President Havas Formula: | Tara Reid |
Executive VP Havas Formula: | Alexis Anderson |
Associate VP Havas Formula: | Alison Bruder |
Director Havas Formula: | Jared Kreiner |
Creative Agency Companies: | Havas Duesseldorf, Duesseldorf/Havas Muenchen, Muenchen/Havas New York, New York/Havas CX Helia, New York |
Customer Engagement and data Agency Company: | Havas CX helia, New York |
Chief Creative Officers: | Eric Schoeffler/Dan Lucey |
Executive Creative Directors: | Nicolas Becker/Bharat Kumar/Marcelo Ramirez |
Creative Directors: | Walter Ziegler/Michael Schoepf/Guido Eichhoff/Joe McHeffey/Jonny Leahan |
Senior Copywriter: | Alexander Catapano |
Senior Art Directors: | Albert Memet/Sascha Holzhammer |
Art Directors: | Antonia Kuwertz/Timo Cremer/Maximilian Eder |
Agency Producer: | Judith Domogalla |
Senior Visual Designer: | Janice Chen |
Head of Digital & Technology: | Martin Steinorth |
Agency Creative Technologists: | Arnaud Atchimon/Kurt Lorey/Lan Zhang/Corbin Ordel |
Agency Junior Motion Graphic Designer: | Lorena Wolf |
Executive Director Creative Technology: | James Huerta |
Group Technology Director: | Danny Wang |
Senior Director Content Strategy: | Kate Hofstra |
Agency Head of UX: | Jan Peisert |
Agency UX Designers: | Emanuel Klimscha/ Jose Lozano |
Head of Experience Designer: | Kathrin Hoffmann |
Senior Experience Designer: | Angus Lo |
Senior QA Analyst: | Michael Odibo |
Agency Project Manager: | Anna Schedl |
Head of Corporate Communications: | Marie Euler |
Chief of Social Impact & PR: | Lindsay Stein |
Head of Communications North America: | Bria Bryant |
General Counsel: | Nancy Wynne |
Legal Counsel & Data Protection Officer: | Arne Michels |
Awards Managers: | Valentine Roche/Jennifer Gauselmann |
Production Companies: | mmp.film/dreifarbenpanda |
Directors: | Volker Schmidt/Dennis Krahwinkel |
Sound Design Company: | msound Munich |
Designer: | Julia Buerckel |
Syncronizer: | Felix Auer |
Description:
From the age of 40, just about anyone can develop the disease. In other words, even younger people , who still want to actively participate in life, are affected.
We were tasked to support these people with an attention-grabbing and at the same time cost-efficient digital idea."
Creative Idea: The most common Parkinson's syndrome is an uncontrollable tremor. As a result, even the simplest hand movements become a challenge. Writing. Reading. Eating. Drinking. But also the use of smart devices such as tablets or smartphones.
The latter in particular makes it difficult for Parkinson's patients to take advantage of the digital age. This is because the tremor makes it significantly more difficult to operate and read on the smart device.
With the free browser app Staybl, which automatically compensates for any tremor, we are therefore making it easier for everyone with tremor to access the digital world.
Execution: Staybl uses a buffer zone around the browser window to compensate for tremors in real time. With the help of the acceleration sensor, the app detects every shaking movement and virtually shifts the reduced browser window in the exact opposite direction.
This causes the device to shake, but the browser remains visually stable.
In addition to the basic function of the app, the entire design was optimized in close cooperation with Parkinson's patients. Among other things, attention was paid to shapes and contrasts, since many Parkinson's patients also suffer from impaired vision due to the disease.
All control elements and menus have been designed large, clearly and accessible. In addition, the Atkinson Hyperlegible font was used, which was developed by the Braille Institute for people with impaired vision.
The Staybl logo, in turn, is derived from the spiral test, which is used in medicine to diagnose the tremor strength."
Results: Although the app has only been available since the beginning of April, the international media response has been huge and consistently positive.
All contributions combined, we have more than 248 million impressions so far – and the news coverage is only getting started.
This enabled the German Parkinson's Association to underline its pioneering role as an innovative and proactive institution both nationally and internationally - and to effectively place the topic of Parkinson's in the public eye without any media budget.
As the app was launched only a few weeks before this submission, there are no meaningful figures yet in terms of downloads, impressions and website visits.
However, the consistently positive comments in the App Store confirm that Staybl serves a truly relevant need in the target group - and that the app actually helps people with tremor finally access the Internet via smart devices.