SUB CATEGORY :

USE OF DIGITAL TECHNOLOGY

COMPANY ENTERING :

MCGARRYBOWEN, SHANGHAI

TITLE :

SOUND IN SILENCE

BRAND :

INTEL HYPER-SENSE MUSIC SHIRT

ADVERTISER :

INTEL

AGENCY :

MCGARRYBOWEN, SHANGHAI

CHIEF CREATIVE OFFICER :

JEFFRY GAMBLE

CREATIVE DIRECTOR :

RECKY HOU/SWING GU

COPYWRITER :

DORA TSAO/EKO LI/LINGFEI XIE/YUHANG LIU

ART DIRECTOR :

LEO LI/BILLIE CHEN/LOUIS PENG

DIRECTOR OF INNOVATION :

GAVIN CHENG

ACCOUNT DIRECTOR :

SIMONE TAM/CAROL MA/JASMINE QU/JEFF CAI

ENGLISH CONTEXT EXPLANATION :

HEARING IMPAIRED DANCERS ARE UNABLE TO EXPERIENCE THE MUSIC THAT DRIVES THEIR LIFE'S PASSION. DESPITE DAILY PRACTICE, PERFORMING WITHOUT THE HELP OF AN INTERPRETER REMAINS A DISTANT DREAM. USING THE POWER OF INTEL CHIPSETS, WE CREATED THE HYPER SENSE MUSIC SHIRT, A WEARABLE DEVICE THAT TRANSLATES MUSIC INTO MOTION. EQUIPPED WITH 40 VIBRATION MODULES, THE SHIRT COMMUNICATES THE NUANCE OF SOUND - FROM THE TAPPING OF A CYMBAL TO THE MELODY OF A PIANO SOLO. AS A RESULT, TWO HEARING IMPAIRED DANCERS EXPERIENCED A NEW SENSE OF PERCEPTION, AND ON THE STAGE OF 'MY FUTURE', CHINA'S MOST POPULAR TECHNOLOGY SHOW, THEY DELIVERED AN AMAZING LIVE PERFORMANCE WITHOUT AN INTERPRETER - FOR THE FIRST TIME IN THEIR LIVES.