The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Performance Enhancing Music
Agency CHEP Network / Sydney + Resonance Sonic Branding + Song Zu / Sydney + The Glue Society Studios / Sydney + Revolver / Sydney
Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_IN081M
About the Work
Samsung’s mission is to create human-driven innovation that defies barriers to progress, in the Tokyo Olympics the biggest barrier to progress was the lack of support available from crowds. As the official sponsors of the Australian Olympic team, Samsung wanted to replace the absence of crowd motivation at the Olympics with another form of support.
Working with Olympians we gave them an edge over competitors by leveraging something already used by athletes across the globe. Music. We created personalised tracks, each scientifically proven to enhance performance. Every beat, lyric, instrument and artists were chosen to match their desired mind-state, event, and musical preference. We tested and fine-tuned 13 audio-triggers including isochronic tones, personal mantras, cadence and more. We then brought the tracks to life with their favourite Australian artist. Athletes used their tracks to prepare and compete in Tokyo as we released the campaign to the world through our key assets; the Performance Enhancing Music tracks and a documentary film. The music was launched on Spotify through a branded playlist supported by Video & Audio takeovers on the platform. The documentary film was launched on YouTube and supported by 15s & 30s spots across Twitter, Facebook, Instagram, SNAP and YouTube.
Working with Olympians we gave them an edge over competitors by leveraging something already used by athletes across the globe. Music. We created personalised tracks, each scientifically proven to enhance performance. Every beat, lyric, instrument and artists were chosen to match their desired mind-state, event, and musical preference. We tested and fine-tuned 13 audio-triggers including isochronic tones, personal mantras, cadence and more. We then brought the tracks to life with their favourite Australian artist. Athletes used their tracks to prepare and compete in Tokyo as we released the campaign to the world through our key assets; the Performance Enhancing Music tracks and a documentary film. The music was launched on Spotify through a branded playlist supported by Video & Audio takeovers on the platform. The documentary film was launched on YouTube and supported by 15s & 30s spots across Twitter, Facebook, Instagram, SNAP and YouTube.
2022 Awards
Total Points: 3
Merit
Credits
Agency
CHEP Network / Sydney
Production Company
Revolver / Sydney
Music / Sound Production Company
Resonance Sonic Branding & Song Zu / Sydney
Big Sync Music
Post Production Company
The Glue Society Studios / Sydney
Chief Creative Officer
Gavin McLeod
Creative Director
Jeremy Hogg
Richard Shaw
Executive Creative Director
Justin Ruben
Executive Producer
Jasmin Helliar
Sophia Tubby
Photographer
Jordan Maddocks
Producer
Cathy Rechichi
Account Director
Peter Thomas
Associate Director
Thom Landers
Managing Director
Ian Lew
Senior Art Director
Daniel Smith
Senior Copywriter
Ernie Ciaschetti
Ad Ops Manager
Andrea Quach
Audio Director
Ralph van Dijk
Chief Media Officer
Mike Deane
Communications Planning Director
Alex Connell
Director & Group Head of Technology
Natasha Brack
Executive Producer/Partner
Pip Smart
Grade
Andy Clarkson
Group Account Director
Grace Vizor
Head of Art
Tim McPherson
Head of Communications Planning, Media
Tim Russell
Head of Mixed Reality
Charlotte Bruton
Head of Strategic Production
Tash Johnson
Investment Director
Elizabeth Lonsdale
Investment Trader
Amanda Bodagh
Managing Director/Co-Owner
Michael Ritchie
Managing Partner
Jonny Berger
Music Director
Ramesh Sathiah
Music Supervisor/ Country Manager
Michael Szumowski
Online
Viv Baker
Operations Director
Mary Anne Truong
Post Production Supervisor
Scott Stirling
Senior Account Manager
Raisa Mushrafi
Senior Addressable Manager
Sue Lau
Senior Brand Consultant
Dominic Burnham
Sound Design & Mixing
Abby Sie
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