Atomic and Rushes produce virtual reality garden for Cancer Research UK

Charities are keen to persuade people to leave donations in the their wills and Cancer Research UK and agency Atomic are targeting visitors to this week’s RHS Hampton Court Palace Flower Show with a virtual reality garden, featuring over 100,000 flowers bearing the names of such supporters.

The ‘experience,’ from Rushes using software platform Unity, operates via an Oculus Rift headset. The virtual garden will then appear at a number of other ‘tribute’ events in the UK.

Cancer Research UK director of legacies Caroline Kent says: “We believe using this exciting technology alongside our bright and beautiful physical garden is a wonderful way to thank and celebrate every generous supporter who has left a gift in their Will to Cancer Research UK.

“Atomic London has delivered an incredibly moving experience that we hope will demonstrate our huge appreciation to all those who have supported us in the past with a legacy gift.”

Atomic London founding partner and ECD Guy Bradbury says: “Virtual reality is too often used as a gimmick – to make people feel like they’re on a roller-coaster or walking through a fantasy world. With the Life Garden we’ve created something that emotionally engages and moves people by starting with the idea and using the technology as the most suitable channel, rather than starting with the technology and trying to work backwards.”

Seems sensible enough. MAA creative scale: 7.

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