Australian Defence Force

Bringing medically diagnosable advertising to life.

In late 2011, fellow WPP partner GPY&R Melbourne approached VML to produce an augmented reality mobile application proof-of-concept.  Following the successful completion of the prototype, the agencies collaborated to bring the idea of medically diagnosable advertising to life for the Australian Defence Force.

Mobile Medic


To recruit highly skilled medical students in Australia worthy of a Defence Force University Scholarship.


Medically diagnosable advertising. In collaboration with GPY&R Melbourne, VML brought to life Mobile Medic, an augmented reality mobile application where users interact with posters on university campuses across Australia to virtually identify and treat real medical conditions.  Features within the mobile app experience allow users to point their iPhone or iPad at a poster of a patient, view an x-ray overlay, use a stethoscope to listen to the patient's heartbeat and view a virtual ultrasound before diagnosing and suggesting treatment options for the ailment and sharing their results on Facebook.


VML led the technical development of the native iOS mobile application and brought to life an innovative idea that is changing the way medical students diagnose and study the human body.


With GPY&R Melbourne, VML won four Gold Cannes Lions, one Silver Cannes Lion, and One Bronze Cannes Lion at the 2012 Cannes Lions International Festival of Creativity for its work on Mobile Medic.


  • Gold Promo Lion for Best Use of Print or Standard Outdoor in a Promotional Campaign
  • Gold Promo Lion for Best Use of Other Digital Media in a Promotional Campaign
  • Gold Direct Lion for Direct Response Digital: Mobile Marketing  
  • Gold Media Lion for Best Use of Mobile Devices
  • Silver Digital Outdoor Lion
  • Bronze Lion in Titanium and Integrated for Mobile Medic

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