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Category
Craft / Use of Music
Annual ID
OS_RA21_016S
About the Work
Repetition is key to overcoming a Speech Sound Disorder, but for kids, repetition is boring. Except when it happens in music. After identifying the area of music as one where repetition is common & beneficial, we set out to formalise the relationship between music and speech therapy. We developed an algorithm to analyse lyrics for specific sounds occurring with a certain frequency, as well as other conditions (e.g. proximity, placement). We then teamed up with Warner Music & Apple Music to analyse over 70 million song lyrics, isolating songs in which particular sounds occur in particular patterns that are beneficial for speech therapy. These songs were collated into Saylists: playlists categorised by problem sounds, providing an easy, accessible, and enjoyable way for kids to practice the sounds they have trouble with, simply by singing along to their favourite songs.
The Saylists are hosted on Apple Music where they are easily accessible to all through any device or browser, with supporting communications on social channels. These playlists will be available indefinitely, with data available to create additional Saylists in the future, to continually refresh the platform and the offering to listeners.
The Saylists are hosted on Apple Music where they are easily accessible to all through any device or browser, with supporting communications on social channels. These playlists will be available indefinitely, with data available to create additional Saylists in the future, to continually refresh the platform and the offering to listeners.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Rothco, part of Accenture Interactive / Dublin
Client / Brand
Warner Music Group / London
Art Director
Aisling Clarke
Sam Caren
Chief Creative Officer
Alan Kelly
Copywriter
Conor Cunniffe
Creative Director
Rob Maguire
Design Director
Shane O'Riordan
Executive Creative Director
Jen Speirs
Executive Producer
Jessica Derby
Strategist
Bronagh O'Donovan
Agency Creative Director
Ray Swan
Art Director, Designer, Motion Designer, 3D Generalist
Gabriel Teixeira
Art Director, Designer, Motion Designer, Editor, Stop Motion Artist
Cris Schmidt
Art Director, Designer, Motion Designer, Illustrator, Animator
Raphael DaSilva
Agency Resource & Operations
Clair Fleming
Lauren McNinney
CEO / MD Accenture Interactive
Richard Carr
Commercial Director - UK & Europe at Warner Music Group
Michael De Lemos
Concept
Bronagh O'Donovan
Conor Cunniffe
Rob Maguire
Shane O'Riordan
Developer
Niall Eccles
Executive Chairman
Patrick Hickey
Managing Partner Rothco Accenture Interactive
Zara Flynn
Marketing & Promotions Director - Warner Music Ireland
Priscilla Kotey
Playlist Coordinator at Warner Music Group
Elli Brazzill
Post Producer
Hannah Gallagher
Senior Account Manager
Sean Cushen
SVP, Commercial Warner Music Europe
Derek Allen
Video Editor
Paul Power
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