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  • SUB CATEGORY :
    BEST USE OF TECHNOLOGY
  • COMPANY ENTERING :
    LEO BURNETT, SYDNEY
  • ENTRY TITLE :
    BRAINBAND
  • BRAND :
    BRAINBAND
  • ADVERTISER :
    SAMSUNG AUSTRALIA
  • AGENCY :
    LEO BURNETT, SYDNEY
  • GLOBAL CHIEF CREATIVE OFFICER :
    MARK TUTSSEL
  • EXECUTIVE CREATIVE DIRECTOR :
    GRANT MCALOON/VINCE LAGANA
  • CREATIVE DIRECTOR :
    SCOTT HUEBSCHER
  • SENIOR COPYWRITER :
    DAVE GOVIER
  • COPYWRITER :
    CURT MCDONALD
  • SENIOR ART DIRECTOR :
    NILS EBERHARDT
  • ART DIRECTOR :
    DAMIAN GALVIN
  • CLIENT SERVICE DIRECTOR :
    AMANDA QUESTED
  • ACCOUNT DIRECTOR :
    NATALIE TAY-UCEDA/BRENDAN SWANSBOROUGH
  • STRATEGIC PLANNING DIRECTOR :
    EMILY TAYLOR
  • AGENCY PRODUCER :
    LAURENT MARCUS/CASSIE COLLIN
  • FILM PRODUCTION COMPANY :
    THE POOL COLLECTIVE, SYDNEY
  • DIRECTOR :
    CHRISTOPHER IRELAND
  • EXECUTIVE PRODUCER :
    PETREA LAMBERT/CAMERON GRAY
  • EDITOR :
    CHRIS BARON
  • SOUND PRODUCTION COMPANY :
    WE LOVE JAM, SYDNEY
  • PRINT PRODUCTION COMPANY :
    LEO BURNETT, SYDNEY
  • RETOUCHER :
    BEN GREENFIELD
  • DIGITAL DESIGNER :
    JANIFER WONG
  • EDITOR :
    WILLY BERNARDOFF
  • THE BRIEF :
    OUR CHALLENGE WAS TO FIND A WAY TO USE THE VERY LATEST SAMSUNG CONNECTIVE TECHNOLOGY TO TACKLE A HUMAN PROBLEM. WE IDENTIFIED THE PROBLEM OF CONCUSSION, WHICH POSES AN URGENT BUT INVISIBLE DANGER IN CONTACT SPORTS ACROSS AUSTRALIA AND AROUND THE WORLD.
  • THE STRATEGY :
    OUR STRATEGY WAS TAKING ADVANTAGE OF THE INHERENT EXCITEMENT AROUND CONTACT SPORTS. ENGAGING WITH SPORTS PLAYERS WOULD GIVE US A VERY BROAD REACH - FROM PROFESSIONAL SPORTS PEOPLE AND THEIR SUPPORT STAFF, THROUGH TO SCHOOL TEAMS, PARENTS, FAMILIES AND EVEN THE MOST CASUAL SPORTS FANS.    THE CREATION OF THE BRAINBAND WAS PLANNED AS A SERIES OF DOCUMENTARY EPISODES FEATURED ON SAMSUNG’S SOCIAL CHANNELS, AND A WIDESPREAD PR CAMPAIGN WAS UNDERTAKEN IN PARTNERSHIP WITH AUSTRALIAN SPORTS STARS, ESCALATING EXPOSURE IN NEWS AND SOCIAL MEDIA NATIONALLY AND GLOBALLY.    THESE EPISODES FEATURED EVERYTHING FROM THE PORTRAYAL OF THE PROBLEM TO ENGAGEMENT OF NEUROSCIENTISTS AND INDUSTRIAL DESIGNERS THROUGH TO BRAINBAND’S DEVELOPMENT AND TESTING. AUSTRALIAN SPORTS ICONS PERFECTED THE DESIGN AND SPARKED DEBATE AROUND WHAT IS TRADITIONALLY A DIFFICULT SUBJECT IN AUSTRALIAN CONTACT SPORTS.   EVERY EPISODE HIGHLIGHTED A NEW STEP OF THE PROCESS, ENDING WITH A CLIFFHANGER TO CREATE EXCITEMENT FOR THE NEXT ONE. 
  • THE EXECUTION :
    • IMPLEMENTATION WE CREATED THE BRAINBAND, AND SHOWCASED ITS DEVELOPMENT VIA A SERIES OF DOCUMENTARIES. A WIDESPREAD PR CAMPAIGN WAS UNDERTAKEN IN PARTNERSHIP WITH AUSTRALIAN RUGBY STAR IZZY FOLAU, WHO PROMOTED AND DISTRIBUTED THE FINISHED PRODUCT TO SELECTED RUGBY TEAMS IN SYDNEY. OTHER AUSTRALIAN SPORTS STARS LIKE CHAMPION SURFER SALLY FITZGIBBONS HELPED PROMOTE AWARENESS OF THE PROJECT. • TIMELINE THE BRAINBAND PROJECT BEGAN IN JULY 2015 AND THE FINAL PRODUCT WAS LAUNCHED IN MARCH 2016. EXPOSURE FOR THE PROJECT CONTINUES TO GROW, WITH ONGOING INTERNATIONAL MEDIA COVERAGE. • PLACEMENT A SERIES OF DOCUMENTARY EPISODES FEATURED ON SAMSUNG’S SOCIAL MEDIA CHANNELS, AND A WIDESPREAD PR CAMPAIGN WAS UNDERTAKEN IN PARTNERSHIP WITH AUSTRALIAN SPORTS STARS, ESCALATING EXPOSURE IN NEWS AND SOCIAL MEDIA NATIONALLY AND GLOBALLY. • SCALE BRAINBAND CAPTURING THE ATTENTION OF SPORTING FANS AND NEWS MEDIA AROUND THE WORLD. PLEASE SEE RESULTS FOR THE SCALE.
  • THE RESULT :
    BRAINBAND HAS GAINED MASS ATTENTION IN THE SPORTS COMMUNITY AND NEWS MEDIA BOTH NATIONALLY AND GLOBALLY. -          REPORTED ON IN OVER 20 COUNTRIES -          EARNED MEDIA OF OVER $10 MILLION -          MORE THAN 7 MILLION  IMPRESSIONS -          GLOBAL REACH OF  MORE THAN 119 MILLION  PEOPLE.            SINCE LAUNCHING BRAINBAND, THERE HAS BEEN INTEREST FROM SPORTS ASSOCIATIONS AND ICONS INCLUDING RUGBY LEGEND MARIO FENECH AND BIG-WAVE SURFING CELEBRITY MARK MATTHEWS, TO TRIAL THE FINISHED PRODUCT AND ASSIST WITH CONTINUED PROMOTION AND DEVELOPMENT OF A WATERPROOF VERSION FOR SURFERS. BUT MAYBE MORE IMPORTANTLY, SAMSUNG HAS RECEIVED COUNTLESS REQUESTS AND COMMENTS ON SOCIAL MEDIA CHANNELS FROM CONCERNED PARENTS AND PLAYERS ABOUT THE IMPORTANCE OF THE EDUCATIONAL WORK THEY HAVE DONE WITH THIS CAMPAIGN PROVING THAT THEY HELPED ALONG A LONG NEEDED CHANGE IN ASSESSMENT AND ATTITUDE TOWARDS CONCUSSION IN ANY KINDS OF CONTACT SPORTS.
  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    BBDO BANGKOK LTD, BANGKOK
  • TITLE :
    HEARING RESCUE
  • BRAND :
    THAI HEALTH PROMOTION FOUNDATION &
    DEAF ASSOCIATION OF BANGKOK
  • ADVERTISER :
    THAI HEALTH PROMOTION FOUNDATION
  • AGENCY :
    BBDO BANGKOK, BANGKOK
  • CHAIRMAN :
    SUTHISAK SUCHARITTANONTA
  • CHIEF CREATIVE OFFICER :
    SUTHISAK SUCHARITTANONTA
  • DEPUTY CHIEF CREATIVE OFFICER :
    ANUWAT NITIPANONT
  • EXECUTIVE CREATIVE DIRECTOR :
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • CREATIVE DIRECTOR :
    NATTAWUT SITTIWARAPHAN
  • COPYWRITER :
    URAIWAN PONGTHAVORNSAWAT/KANCHAT CHOTEWATTANAKUL/
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • ART DIRECTOR :
    KROEKKIAT CHANTHAKITNUKUL/SARINA PORNNIMIT/
    SUTHISAK SUCHARITTANONTA/ANUWAT NITIPANONT
  • ACCOUNT DIRECTOR :
    KIATIKUN SIRIWETCHMONGKOLCHAI
  • FILM PRODUCTION COMPANY :
    KLACK FILM, BANGKOK
  • BACKGROUND OVERVIEW :
    100% OF HEARING-IMPAIRED PEOPLE TAKE OFF HEARING AIDS AT NIGHT DUE TO DISCOMFORT. IT MEANS THEY’RE SHUT OFF FROM THE WORLD. BUT OVER 70% OF DANGERS HAPPEN AT NIGHT. SO, THESE PEOPLE BECOME UNAWARE AND CANNOT PROTECT THEMSELVES. HOW CAN WE HELP THE HEARING-IMPAIRED EVERY TIME WHEN THEY SLEEP? WE WANTED TO TURN THIS UNAWARENESS AT NIGHT INTO EXTREME CAUTION FOR THE HEARING-IMPAIRED. SO, WE CREATED HEARING RESCUE, THE WORLD’S FIRST HEARING AID TO RESCUE WEARERS FROM DANGERS AT NIGHT. IT WAS DEVELOPED FROM A NORMAL HEARING AID THAT HAS NEVER BEEN USED DURING SLEEP. BY WEARING IT ON A WRIST, THE NIGHT MODE WILL BE ACTIVATED. BUILT-IN SOUND RECOGNITION WILL DETECT SOUND OF DANGERS IN DIFFERENT LEVELS FROM MINIMUM OF 60 DECIBELS AND PATTERNS SUCH AS SOUNDS OF SIREN, BARKING DOG, AND FIRE ALARM. THEN THE DEVICE WILL VIBRATE TO WARN THE WEARER TO RESPOND TO ANY DANGERS IMMEDIATELY.