SUB CATEGORY :

HEALTH & WELL-BEING

COMPANY ENTERING :

DROGA5 TOKYO, TOKYO

TITLE :

GAMMA WAVE SOUND

BRAND :

SHIONOGI & CO., LTD. / PIXIE DUST TECHNOLOGIES, INC.

ADVERTISER :

SHIONOGI & CO., LTD. / PIXIE DUST TECHNOLOGIES, INC.

AGENCY :

DROGA5 TOKYO, TOKYO

MANAGING DIRECTOR :

RYUJI HIROSE

CHIEF CREATIVE OFFICER :

MASAYA ASAI

EXECUTIVE CREATIVE DIRECTOR :

MOTONORI SUGIYAMA

SENIOR COPYWRITER :

ISSEI ISHIKURA

CREATIVE PLANNER :

KANA HAMANO

SENIOR PRODUCER :

RYUTARO SAITO

DESIGNER :

SAKI TERASHITA

BUSINESS DIRECTOR :

YUKA EGASHIRA

ACCOUNT DIRECTOR :

YUJI ARAI

STRATEGIC PLANNING DIRECTOR :

HIROKAZU HANDA

STRATEGIC PLANNER :

AOI SAITO

PR AGENCY :

ANTIL INC., TOKYO

PR CONSULTANT :

ORIE NISHIDA/AYUMI MIYAKE

PR PRODUCER :

NAOTO HISAI

MEDIA PROMOTER :

ICHIKA AKASAKI/NAOMI MURAOKA

FILM PRODUCTION COMPANY :

AOI PRO. INC., TOKYO

DIRECTOR :

KODAI YOSHIDA

DIRECTOR OF PHOTOGRAPHY :

YUKI SUEMATSU

CAMERA OPERATOR :

SHO NISHIMURA/TAKUYA HIGA

GAFFER :

RYO TAKAHASHI/TAKAMASA FURUKAWA

FILM PRODUCER :

KEISUKE MIZUSAKO/YUTA MATSUDA

PRODUCTION MANAGER :

HARUKA URAGAMI

MIXER :

YUJI MURADA

OFFLINE EDITOR :

KENTO SHIGENOBU

COLORIST :

YUSUKE ADACHI

CASTING :

SAORI UDAGAWA

SOUND PRODUCTION COMPANY :

BLACK CAT WHITE CAT MUSIC, TOKYO

MUSIC PRODUCER :

SEIYA MATSUMIYA

CAMPAIGN SUMMARY :

Dementia, such as Alzheimer’s disease, has no known cure. It has a significant impact on society as it impairs cognitive function and places a physical, mental and economic burden on individuals and society. Japan, with 30% of its population over 65, faces an impending dementia crisis while globally, dementia cases could reach 150 million by 2050. With high treatment costs and slow drug approvals, this pressing challenge calls for an urgent need for alternative cognitive care.
The Gamma Wave Sound Project is an innovative, universal approach to improving cognitive health with sound. Its broader goal is to transform everyday places where sound is heard into a space for cognitive care. This approach builds on the clinical evidence that dementia patients have reduced gamma wave brain activity associated with cognitive performance. However, existing stimulation methods have limited benefits due to difficulties with continued use. Pixie Dust Technologies and Shionogi Pharmaceutical have developed Gamma Wave Modulation Technology, which uses a patented algorithm to convert any audio source into 40Hz gamma wave sound. Studies show that listening to 40Hz sounds induces gamma waves in the brain, facilitating cognitive improvement, all while the listener enjoys the sound of music.
With its easy integration and accessibility, Gamma Wave Sound has tremendous reach. Through alliance companies' interaction points with their customers, it has been integrated into everyday locations that are strategically selected to benefit the target demographic. Growing support has enabled its expansion to numerous touch points, making it an integral part of the infrastructure of our aging society. This transformative initiative marks a significant shift in dementia care and prevention approaches, extending cognitive healthcare seamlessly into daily life at no cost. As research continues and the Gamma Wave Sound becomes more widely available, our goal is to make dementia a disease of the past.

CREATIVITY/IDEA/INSIGHT :

Research has shown that exposure to 40Hz sound can improve cognitive function and slow the progression of dementia, making it a focus of attention worldwide. However, existing treatments, which include exposure to flickering lights and sounds, along with brain and physical exercises and expensive medications, can be difficult for individuals to maintain. In addition, although people of all ages recognize the importance of preventing dementia, most are unwilling to change their lifestyles or make the extra effort.
The Gamma Wave Sound Project is an initiative to combat dementia on a societal level using sound, with the goal of creating a world where everyone can receive cognitive healthcare effortlessly while continuing their daily activities. Developed by Pixie Dust Technologies, a pioneer in wave technology, and Shionogi Pharmaceutical, a leader in dementia research, the "Gamma Wave Modulation Technology" converts any audio source into 40Hz gamma wave sound using a patented algorithm. Listening to 40Hz sounds synchronizes and induces gamma waves in the brain, enhancing cognitive function through common auditory platforms such as public radio, podcasts, and music streaming services. This innovative approach transforms any sound-filled space into a cognitive care space as listeners enjoy the sound of music wherever they are.

STRATEGY :

Turning 40Hz gamma wave sound into an audio experience opened up new opportunities to provide cognitive stimulation to a broader audience, including dementia patients and those who wish to maintain their cognitive function.
To integrate the technology and bring cognitive support into everyday settings, the Gamma Wave Sound Project Alliance was formed. Japan's top industry-leading companies from various sectors have come together for a common goal, including Docomo (telecommunications), Gakken (education/nursing facilities), and Mitsui Fudosan (real estate), etc. The alliance also includes local governments and ministries to install the Gamma Wave Sound into the infrastructure of local communities, particularly those with a large senior population. While startups alone would have had limited exposure, our broad alliance enabled large-scale applications in public and commercial facilities, as well as nationwide and overseas expansion.
The locations and media for this project were carefully selected to maximize the benefits to the target audience, based on insights from interviews with patients, caregivers, and doctors who are an integral members of the project team.

EXECUTION :

Utilizing "Gamma Wave Modulation Technology" developed by Pixie Dust Technologies and Shionogi, two original tracks incorporating 40Hz sound have been composed and made available on global platforms such as YouTube, Apple Music and Spotify, offering free cognitive care to anyone, anywhere. Additionally, existing familiar music has been converted to 40Hz gamma wave sound to be played in various settings.
The gamma wave sound music has been strategically integrated into a variety of settings:
- BGM for national broadcast radio programs
- BGM for Japan's leading fitness company for seniors
- Played at Japan Football Association sports event facilities
- Karaoke sound sources for tracks popular among the elderly
- Relaxing tunes at public bath facilities (onsen)
- In-flight background music on Alii Palau's international flights to and from Singapore
- Available as background music options on Voicy, one of the largest podcast platforms
There are ongoing collaborations with artists to create special editions of their hit songs that are modulated with the gamma wave sound. These tracks have been released and performed live at concerts, providing a unique experience that blends popular music with cognitive health benefits.

RESULT :

The Gamma Sound Project, with its seamless integration, sustainability, and free accessibility as key strengths, is rapidly expanding globally, attracting interest from various communities, corporations and governments at home and abroad, all sharing the same vision. The alliance has successfully brought the Gamma Wave Sound audio experience across its numerous public touch points, impacting over 8 million individuals and garnered significant media attention, with 6.5 billion impressions worldwide.
The growing network of alliances has led to its expansion across 930,000+ touch points, potentially affecting over 210 million people. Upcoming initiatives for 2024 include collaborations with major artists to modulate their tracks and releasing a plug-in software for creators, further extending the reach. Music, as a universal language, holds immense potential for application and can spread at a pace unmatched by traditional treatments or medications.
The Gamma Wave Sound Project is not only changing how we care for dementia but also shaping the future of cognitive healthcare. This innovative approach to everyday dementia care represents a significant step toward a world free from dementia.

URL :

https://www.project.gammawavesound.com/home-1