Created by Publicis Brasil, the house’s environments mix textures, sounds and images that refer to the sensations of those who face the disease.
GSK is introducing Casa Zoster, a facility with a series of environments inspired by the pain reports of patients who develop herpes zoster.
Created by Publicis Brasil in partnership with Publicis Health and Arc, the project is available, free of charge, from November 1st at shopping centers in So Paulo, Rio de Janeiro and Brasília. As of November 20, activation will also be available in Porto Alegre and Fortaleza.
In total, the project has three spaces that reflect different feelings of those who live with the disease. In the “Lava Room”, the environment brings the sensation of skin burning, while the “Electricity Bathroom” simulates electrical discharges and shows the shock sensation caused by the virus. The last room is the “Four of Piercings”, which reports what patients feel with cuts, punctures and “punches”.
We want to raise awareness about herpes zoster, so interventions are designed to be visually impactful. The objects will be linked to the reports of real people transmitted on screens, making the action even more intense, explained Dani Ribeiro, Executive Director of Publicis Brasil.
Herpes zoster or shingles is a disease caused by the varicella zoster virus, the same one that causes chickenpox, and once acquired, it remains dormant in the body for the entire life of the individual. The disease is most common in people over 50 years of age and adults with weakened immune systems, so the new campaign is aimed at these audiences.
“To make the population aware of the disease and its severity, we created a space that impressively demonstrates the sensations these people feel, also allowing the population to know that the disease has medicines aimed at treatment and also prevention through vaccination”, said Gunnar Riediger, Leader of GSK’s Vaccines & HIV Business Unit.
