VR for Dementia Sufferers Wins New 'Side Hustle' Category at 2019 D&AD Awards

VR for Dementia Sufferers Wins New 'Side Hustle' Category at 2019 D&AD Awards

The Wayback, a series of VR films created for elderly people with Dementia, featuring positive moments from the past to trigger memories and spark precious conversations with carers and loved ones, has been announced the winner of newly-introduced 'Side Hustle' category announced at the 2019 D&AD Awards.

Following a live pitch to a panel of successful creatives and investors at D&AD Festival today, taking place at London's Truman Brewery, The Wayback was selected as the winner for its creativity and clearly passionate origins. Described as "a tool we all wish we'd had when our own loved ones were living with dementia," the films recreate positive moments from the past to trigger memories and spark precious conversations with carers and loved ones.

The Side Hustle category is new to the 2019 Awards and has been introduced to reflect the increasing number of creatives applying their skills and personal passions to side projects. From creating new businesses to developing initiatives to address social and environmental issues, this category aims to spotlight world-class creativity beyond people's day jobs.

As the winner of the category, Dan Cole, Co-Founder of The Wayback, will receive mentoring from the judges and Nikky Lyle Creative, the opportunity to attend a D&AD Masterclass or D&AD Digital Campus course, and will have his work listed in the D&AD Annual alongside all the winners from this year's awards.