Brief: Use an empty white room and turn it into something positive

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Insight: 1.2 million elderly people in the UK are classed as chronically lonely, as they go up one week without speaking to anybody at all. For many, the soundtrack to their lives is the ticking of the clock in their homes. 

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Solution: As millennials are classed as the second loneliest group in society, why not challenge them to experience just 10 minutes of an elderly persons day by entering the living room replica with nothing but the tortuous ticking of clock.