Campaign: Readers Experience Brain Condition

Campaign: Readers Experience Brain Condition
Sarah El-Atm
By Sarah El-Atm



To mark the global release of J.M. Donellan’s new novel Killing Adonis – Pantera Press engaged Melbourne creative agency August to create an experiential digital campaign that allows readers to experience what it’s like to have a brain condition.

Users are taken into the intriguing world of synaesthesia –a neurological condition where two or more senses collide into one sensory experience. The book’s protagonist, nurse Freya Miller has the condition. She is a synaesthete.

Pantera-Press_Killing-Adonis_B&T_Image_small

August worked with Pantera Press to devise a memorable experience for Killing Adonis readers. Working across desktop, mobile and tablet devices, the Pantera Press Killing Adonis site gives people a sense of what it is like to experience synaesthesia. This is a digital-first campaign using social media as a key activation. August established that user experience and device accessibility would be the two vital factors.

Zoë Warne, co-founder and director of creative services at August says: “We didn’t want to create yet another campaign website for Killing Adonis. We wanted to tap into the heart of the novel, so readers get into the mind of Freya. In using synaesthesia, we wanted to give them a chance to experience a condition they may not know much about.”

August wanted users to experience the synaesthesia effect ‘in the moment’. “Current browser environments now enable the kind of technology we applied to be developed for publically accessible sites,” says Matt Agar, director technical services at August. “Before it would have been left for proof of concept or demo sites only.”

“August has delivered a user-friendly and easily shareable site that offers a unique taste into the world of synaesthesia. Donellan’s feisty nurse Freya Miller lives with wonderful colours linked to music, and now Killing Adonis readers can share her world,” says Alison Green, CEO and co-founder of Pantera Press. “The campaign reflects the multi-sensory effects that this unusual, yet surprisingly prevalent condition creates. Macquarie University estimates that one in 500 people experience the most common form of synaesthesia; letter-colour association.”

Click here to experience the brain condition yourself.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]