M&C Saatchi Gets People Thinking With 'Mind Pong'

M&C Saatchi and The Brain Tumour Charity – the UK’s largest dedicated brain tumour charity – have created an innovative game controlled by the power of the mind to raise awareness of and support for the charity’s work.

In a full day event at Westfield, Shepherd’s Bush, on Monday 16th June, The Brain Tumour Charity and M&C Saatchi will use Ocean Outdoor’s full-motion, digital, out-of-home screen on Eat Street, giving shoppers a chance to experience the interactive game for themselves, while learning more about the charity and the disease itself. The Brain Tumour Charity won the use of the Eat Street screen at Ocean Outdoor’s annual ‘Art of Outdoor’ competition.

Mind Pong is a two player game similar to Ping Pong. Based on the iconic arcade game, Pong, Mind Pong has one significant difference: it uses breakthrough electroencephalography (EEG) technology to read brain waves. With no need for handheld controls, a simple Velcro-attached headband monitors electrical activity in players’ brains, connecting to a large format digital screen. Players can move the on-screen paddle up and down by simply concentrating (up) or relaxing (down).

Players will be asked for a £1 donation to play the game. Volunteers will be on-site all day to provide more information about the charity and offer advice on looking out for symptoms of brain tumours, which kill more people under the age of 40 in the UK than any other cancer, yet receive less than 2% of the overall spend on cancer research.

Louise Taylor, Director of Fundraising and Communications at The Brain Tumour Charity, said: “We were honoured to win this prize from Ocean Outdoor thanks to M&C Saatchi’s work in creating Mind Pong. The day will enable us to raise awareness of brain tumours, the vital research we fund and the support we provide for anyone affected.  In addition we will be able to share our ‘HeadSmart’ campaign with families so they are aware of the signs and symptoms of brain tumours in children and young people.”

Maurice Saatchi, Founding Director at M&C Saatchi, added: “I hope this interactive game hooks the player and helps people appreciate the brilliant work of The Brain Tumour Charity.”

Richard Malton, Ocean Outdoor Marketing Director, said: “This is a simple but relevant use of the power of the mind to communicate the work of a charity, harnessing the technical power of digital out of home. The connection between the action and the cause is strong – and what a novel way to have a go at a game of ping pong. A very worthy prize winner of The Art of Outdoor Digital competition.”

The initiative will be supported on Twitter during the event with the hashtag #MindPong.

Credits

Date: 16 June

Title/Project: Mind PongAgency

Agency: M&C Saatchi

Agency contact: Rupert Simonds-Gooding/Ian McCafferty

Agency contact job title: Head of Creative Services/Accounts

Client name: Louise Taylor

Client job title: Director of fundraising and communications

Copywriter: Brittony Collins

Art director: Natalie Lennartsson

Planner/CSU Director: Stuart Harrison

Designer: Cal Loftus

Media agency: Ocean Outdoor

Media planner: Helen Beacham

IOS Developer: Stephen Chan

Technical Lead: Tony Dong

Exposure (media channels): Ocean O