PFIZER – DUPUYTREN’S GIANT HAND

We were asked to collaborate with Red Consultancy on a PR stunt for Pfizer, to bring awareness to Dupuytren’s Contracture – a disease where a finger in an affected hand becomes permanently bent.

The activity was to take the form of guerrilla style installation to create a photocall for assorted media and amplify Pfizer’s ‘It Is In Your Hands’ campaign.

We sourced, rehearsed and choreographed a 200-strong group of performers; who then descended on London’s Covent Garden.

When cued they simultaneously removed their clothes until they were clad only in flesh-coloured body-suits, and formed themselves in the shape of a giant human hand when viewed from above.

On a second cue the performers on the 4th finger of the ‘hand’ moved themselves to a bent position to visually illustrate the symptoms of Dupuytren’s disease.

Photographers and press were able to capture the ‘flash-mob’ from a 20-metre elevated ‘cherry-picker’ platform.

• A huge buzz was created by the flash-mob for those passing through Covent Garden who witnessed the event
• An array of striking photographs documenting the choreographed action were captured for press and PR use
• Coverage of the activity and ensuing photographs were featured heavily in national and online media including the Evening Standard and the Telegraph
• A video of the guerrilla stunt was produced
• Much increased awareness was brought to Dupuytren’s Contracture