McCann Worldgroup Hong Kong has partnered with Cigna International Markets in a new initiative to help the world see stress differently.
The Stress Visualisation Experience was unveiled at a global launch event in London last week introducing a first-of-its-kind technology that visualizes the physical signs of stress in the body and mind in real-time, using a composition of biometric data and digital art to educate the public about how stress not only affects us emotionally but physically too.
According to the 2019 Cigna 360 Well-Being Survey, 84% of the world population suffers from stress*, but what many people don’t realize is that stress is constantly impacting both the body and mind. The physical symptoms are often invisible until stress turns into chronic stress, a leading contributor to severe long-term conditions such as hypertension, diabetes, and insomnia.
As the lead agency for Cigna International Markets, McCann Worldgroup Hong Kong created the campaign, pulling in specialist teams from its network — McCann, MRM//McCann, McCann Health and CRAFT, and from multiple offices — New York, Singapore, Bangkok, Taipei, Dubai, and Johannesburg.
To make the invisible visible, McCann Worldgroup and Cigna partnered with doctors, technologists and renowned digital artist, Sean Sullivan, to build proprietary stress visualization kits to help people see the signs of stress on the body and mind for the first time. Each kit gathers a user’s stress readings using an EEG headband that detects Alpha and Beta brainwave activity, a heart rate sensor and a Galvanic Skin Response sensor to measure stress-related skin conductance.
These readings then flow into an algorithm which interprets the data into an artistic motion portrait that dynamically changes shape and color in real-time to reflect your overall stress at that moment. The visualization aims to raise awareness of stress’s impact on your physical health, however, it is not intended to be a diagnostic tool for chronic stress.
The Stress Visualisation Experience was unveiled at a Cigna’s “See Stress Differently” event which included a live visualization kit for attendees to experience themselves. The tour will continue to key markets around the world over the coming months and throughout 2020, supported by a global ad campaign and planning tools to help people manage their stress proactively.
“Our survey data shows a rising incidence of stress across the world, and with chronic stress now widely recognized as a leading contributor to serious illness, we felt the need to inspire preventative care action for all people, not just our customers,” said Heather Valteris, Chief Marketing Officer, Cigna International Markets. “The Stress Visualisation Experience is a huge step forward in helping people to see stress as a physical health issue, not just an emotional one. If we start to see stress differently, we can start to take control of it in our everyday lives.”
“The partnership between McCann Worldgroup and Cigna over the years has been built on a shared belief that global brands have the power to positively impact the world,” said Brandon Cheung, CEO, McCann Worldgroup Hong Kong. “Continuing in this direction, we believe the Stress Visualization Experience will help reverse the global trend on stress and preventable illnesses caused by stress.”
Based on Cigna 360 Global Well-being survey of 13,200 people across 23 markets: Australia, Benelux, Canada, China, France, Germany, Hong Kong, India, Indonesia, Korea, New Zealand, Nigeria, Saudi Arabia, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey, UAE, UK, and USA.
McCann Hong Kong:
Executive Creative Director: Wen Louie
Creative Director: Dan Jacques
Art Director: Aneeza Arshad
Copywriter: Jules O’Brien
Senior Creative: Phillip Lee
Executive Producer: Andrea Ferronato
McCann New York:
Executive Creative Director: Larry Platt
Executive Creative Director: Daniel Rodriguez
Digital Artist Team:
Digital Artist & Experiential Designer: Sean Sullivan
Creative Technologist: Evan Gannon
Senior Experiential Producer: Jeff Gelber