ADC Awards
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SICK BEATS
Agency Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Category
Innovation / Direct
Annual ID
ADC_ADV21_051B
About the Work
SICK BEATS by Woojer is the world’s first music-powered airway-clearance vest for cystic fibrosis (CF), using the clinically proven modality of soundwave therapy to merge the music kids love with the daily treatment they need, all on the Spotify platform.
It’s been clinically proven in an FDA-approved treatment that 40-Hz soundwaves are as effective as traditional vests in loosening and expelling mucus.* Our goal was to apply this proven science to an experience that kids would not only endure but enjoy.
*https://bit.ly/2PFowdh
Working with Woojer, we modified their consumer haptic vest to meet the needs of CF treatment—adding additional transducers, optimizing lung placement, and boosting the 40-Hz output.
The SICK BEATS vest syncs with a smartphone, pulling sound frequencies from the music on a smartphone, delivering them to the chest. The Sick Beats experience operates though Spotify where we have curated thousands of 40-Hz songs, using an AI-enabled sniffer to identify appropriate songs from different genres. Kids can discover new 40-Hz music and create custom therapeutic playlists for the vest, using the Spotify app.
Twenty children joined our proof-of-concept trial. Their stories were popularized in the CF community, creating high interest in trial participation
The experience trial is still ongoing, as the kids continue to provide product feedback. Not yet commercially available, the product is now in clinical testing to prove efficacy and begin the path to FDA approval.
It’s been clinically proven in an FDA-approved treatment that 40-Hz soundwaves are as effective as traditional vests in loosening and expelling mucus.* Our goal was to apply this proven science to an experience that kids would not only endure but enjoy.
*https://bit.ly/2PFowdh
Working with Woojer, we modified their consumer haptic vest to meet the needs of CF treatment—adding additional transducers, optimizing lung placement, and boosting the 40-Hz output.
The SICK BEATS vest syncs with a smartphone, pulling sound frequencies from the music on a smartphone, delivering them to the chest. The Sick Beats experience operates though Spotify where we have curated thousands of 40-Hz songs, using an AI-enabled sniffer to identify appropriate songs from different genres. Kids can discover new 40-Hz music and create custom therapeutic playlists for the vest, using the Spotify app.
Twenty children joined our proof-of-concept trial. Their stories were popularized in the CF community, creating high interest in trial participation
The experience trial is still ongoing, as the kids continue to provide product feedback. Not yet commercially available, the product is now in clinical testing to prove efficacy and begin the path to FDA approval.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Area 23, an FCB Health Network Company / New York
Client / Brand
Claire's Place Foundation / Redondo Beach, CA
Woojer / Herzliya, Israel
Music / Sound Production Company
Yessian / New York
Post Production Company
Bandit / New York
Chief Creative Officer
Fred Levron
Tim Hawkey
Executive Creative Director
Elliot Langerman
Executive Producer
Chinkara Singh
Broadcast Producer
Cassandra Bull
Christine Anisko
EVP, GCD
Jason Graff
SVP, CD
Pamela Savage
Eduardo Tavares
SVP, GCD
Dave Adler
VP, Associate Creative Director
Corinne Feight
Fabio Rodrigues
Kristen Bell
Head on Integrated Production
Jen Ma
Music Producer
Juan Woodbury
Print Production
Frank Laport
Product Engineer
Aaron Stack
Visual Effects Company
The Embassy / Vancouver, BC, Canada
CHRLX / New York
VP, Director of Integrated Production
Miona Mui
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