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US - US-based pain relief brand Excedrin's campaign used VR to communicate the experience of migraines to non-sufferers. Excedrin Works, debuted in September 2017, included two 360º videos showing real-life stories of migraine sufferers at work, with the onset of blurry vision and flashing lights typical of the condition. Documentary-style videos across social media and TV complemented the campaign.

Trends emerge as innovators cater to basic human needs and wants in novel ways. And this is a classic example. The development and display of empathy is a fundamental part of what makes us human. And here, Excedrin is applying a new(ish) technology to help people better empathize with migraine sufferers. The brand used technology not for technology's sake, but to help us be more human, and to see the world through someone else’s eyes. May we humbly suggest there's a lesson to be learned here.

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