While VR still being in its infant stage, is currently mainly used in video games, 360-degree videos, or to show off of luxury, Cancer Research UK in cooperation with advertising agency Atomic London and creative studio Rushes decided to follow a slightly different direction. They created a beautiful virtual reality garden, which was displayed last week at the RHS Hampton Court Flower Show, to pay tribute and thank over 100,000 people who have kindly left a donation in their will to the charity.

The unique virtual garden will be on display at numerous locations around the UK at what the company calls special “Tribute Event” which shall give family and friends a chance to appreciate more than 100,000 flowers bearing the names of supporters who have decided to leave a legacy gift to the charity.

And why is this experience so special? It goes a step further and engages with the visitors on a personal and emotional level. How? It uses a range of sensory audio and visual triggers which are combined with total immersion of the setting at each of the flower shows. All of this provides the person in an Oculus Rift headset, that runs using software platform Unity, with a sense of actually being in a beautiful garden where they can remember their loved ones in a private and personalized space. This means when each individual arrives at the event, he or she is asked to give the name of their loved one and this is securely uploaded to the cloud. Then, while admiring the garden, each person can spot a blooming “hero” flower with the specific name of their loved one – making it a fitting tribute. To have something to remember, everyone is send an email with a snapshot image of their personalized experience.

Guy Bradbury, Executive Creative Director at Atomic London, explains why it is so different: “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.”

Atomic London also cooperates with Cancer Research UK on a series of Shine Walks, one of which took place two months ago and is shown in a powerful film that shows the participants share a difficult life journey through powerful lyrics from “Stand by Me” by Ben E. King. The next Shine Night Walk takes place in London on Saturday 24th September 2016.

Credits:
Atomic London, Rushes & Cancer Research UK