Vodafone Dreamlab

Encouraging people to #SleepLikeAHero

The Vodafone Foundation’s DreamLab app is a tool that turns smartphones around the world into one giant virtual supercomputer, capable of processing billions of calculations that help speed up cancer research. The more phones using the app, the faster we can help find more effective treatments, so Vodafone asked us to help spread the word that DreamLab is the easiest way to play a small – but crucial – role in the fight against cancer.

We created a campaign showing that, simply by downloading the app and charging your phone overnight, anyone and everyone can make a real difference to cancer research as they sleep. Our main creative was a 60 second spot, ‘The Call’, starring John Boyega, explaining the process in a simple, effective way. A standalone campaign supported this on social media, asking users to #SleepLikeAHero.

A final strand of the campaign delved deeper, with a video featuring the Vodafone Foundation’s DreamLab partner, Imperial College London. This worked to explain the science behind the app – how DreamLab’s processing power helps find new combinations of existing cancer drugs that’ll ultimately enable more tailored treatments for patients.