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.
Learn more about The One Show 2026
Category
Use of Technology
Annual ID
OS25_CU014B
Background
Context: Spain has one of the most comprehensive public healthcare systems in the world, but in 2024, speech pathologies such as stuttering are still not covered by the government. This makes accessing treatment expensive and limited to a few, while almost 500K Spaniards suffer in silence without treatment, unable to lead a full life.
Problem: How can technology make speech therapy more accessible to a wider audience and seamlessly integrate it into daily life?
Objective: Develop a technological solution using popular devices such as the Samsung Galaxy Watch to digitally assist patients, thereby reducing waiting lists and improving treatment for speech difficulties.
Problem: How can technology make speech therapy more accessible to a wider audience and seamlessly integrate it into daily life?
Objective: Develop a technological solution using popular devices such as the Samsung Galaxy Watch to digitally assist patients, thereby reducing waiting lists and improving treatment for speech difficulties.
Creative Idea
Impulse is a haptic speech therapy app designed for Galaxy Watch and Android devices to help people with speech disorders through rhythm therapy. Using an AI algorithm based on Natural Language Processing, the app translates words into rhythmic vibrations, providing invisible, inaudible assistance on the wrist. This helps synchronize the brain with the mouth, enhancing communication. The app includes Voice Assistance, an AI Speech Coach, and Rhythm & Tone exercises, which activate neural language impulses through subconscious tempo. Impulse empowers users, giving them confidence and autonomy in any situation, regardless of language.
Impulse functions are explained in detail below:
FUNCTION Nº1 > impulse your voice. It’s an intelligent metronome for fluent communication. This feature helps to power users' voices by beating on the wrist. 1º activate vocal assistance. 2º start speaking following vibrations.
FUNCTIONS Nº2 + Nº3 > impulse your rhythm + tone. Programs of exercises to work on pro-nun-ci-a-tion and expression!? Designed to help users improve speech timing and melody. Contains +250 different levels each to complete all the words by syllables or energic intonation. 1º listen to reference audio. 2º repeat it according to vibration frequency/intensity. 3º voice wave recognition evaluates performance.
FUNCTION Nº4 > impulse your speech. Personalized practices for public speaking This function helps users to prepare their own speeches through an AI coach. 1º upload or write the message to be communicated. 2º A.I translates it into a vibration pattern. 3º practice it with the desired tone and rhythm.
Impulse functions are explained in detail below:
FUNCTION Nº1 > impulse your voice. It’s an intelligent metronome for fluent communication. This feature helps to power users' voices by beating on the wrist. 1º activate vocal assistance. 2º start speaking following vibrations.
FUNCTIONS Nº2 + Nº3 > impulse your rhythm + tone. Programs of exercises to work on pro-nun-ci-a-tion and expression!? Designed to help users improve speech timing and melody. Contains +250 different levels each to complete all the words by syllables or energic intonation. 1º listen to reference audio. 2º repeat it according to vibration frequency/intensity. 3º voice wave recognition evaluates performance.
FUNCTION Nº4 > impulse your speech. Personalized practices for public speaking This function helps users to prepare their own speeches through an AI coach. 1º upload or write the message to be communicated. 2º A.I translates it into a vibration pattern. 3º practice it with the desired tone and rhythm.
Insights & Strategy
Impulse is a useful free app active and ready for download available on the Google Play and Galaxy Store, not just an advertising campaign.
A project that continues the work done by Samsung in its Technology with Purpose campaign. For over a decade, the brand has worked on more than 30 projects with an investment of +€25M to help and improve people's lives through technology and innovation.
Different testimonials and videos on Social Media demonstrate how useful the app can be for different causes in multiple territories.
During 2025 the app will be ready in new markets to reach a larger audience in other countries.
A project that continues the work done by Samsung in its Technology with Purpose campaign. For over a decade, the brand has worked on more than 30 projects with an investment of +€25M to help and improve people's lives through technology and innovation.
Different testimonials and videos on Social Media demonstrate how useful the app can be for different causes in multiple territories.
During 2025 the app will be ready in new markets to reach a larger audience in other countries.
Execution
The idea was implemented in 5 phases:
1.-Development: Creation of Impulse, an AI app with a haptic metronome that translates words into rhythmic vibrations.
2.-Testing: Evaluation over 6 months with users with different speech pathologies, receiving a user rating of 4.5/5.
3.-Approval and Launch: Approved by medical organizations and launched on Google Play and Galaxy Store.
4.-Dissemination: Launch of three testimonial videos showing the app’s effectiveness.
5.-Expansion: Availability in multiple languages and adoption by speech therapists in various countries.
1.-Development: Creation of Impulse, an AI app with a haptic metronome that translates words into rhythmic vibrations.
2.-Testing: Evaluation over 6 months with users with different speech pathologies, receiving a user rating of 4.5/5.
3.-Approval and Launch: Approved by medical organizations and launched on Google Play and Galaxy Store.
4.-Dissemination: Launch of three testimonial videos showing the app’s effectiveness.
5.-Expansion: Availability in multiple languages and adoption by speech therapists in various countries.
Results
After more than 6 months of testing and development carried out in Spain, Portugal, Ghana, USA and UAE, the results are extraordinary:
Impulse has received the endorsement of the Spanish Speech Therapists Association and the Portuguese Speech Therapy Society.
4.5/5 user ratings prove the usefulness of Impulse treatment, as confirmed by testimonials and ratings from different profiles with speech disorders.
+100 speech therapy, speech therapy and audiology professionals in Spain and Portugal are already using this digital therapy with their patients (Speechcare clinics, Stutter center,...).
Since the launch of the app at the end of March on download platforms such as Google Play and Galaxy Store, the news generated national and international media coverage, both in general and specialized pharma & tech media.
Public health companies in the Middle East initiated discussions to create a 5-language version of Impulse for different countries.
Impulse has received the endorsement of the Spanish Speech Therapists Association and the Portuguese Speech Therapy Society.
4.5/5 user ratings prove the usefulness of Impulse treatment, as confirmed by testimonials and ratings from different profiles with speech disorders.
+100 speech therapy, speech therapy and audiology professionals in Spain and Portugal are already using this digital therapy with their patients (Speechcare clinics, Stutter center,...).
Since the launch of the app at the end of March on download platforms such as Google Play and Galaxy Store, the news generated national and international media coverage, both in general and specialized pharma & tech media.
Public health companies in the Middle East initiated discussions to create a 5-language version of Impulse for different countries.
2025 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Cheil Spain / Madrid
Client / Brand
Samsung Spain / Madrid
Production Company
Somos 5 / Madrid
Art Director
Aitor Carreira
Natalia Oltra
Copywriter
Julen Borge
Adriana Hernandez
Creative Director
Eduardo Vea Kaeating
Jaime Azurmendi
Executive Creative Director
Alejandro Di Trolio
Head of Design
Estanislao Bollain
Senior Art Director
Andrea Pissarro
Jessika De Freitas
Lorena Velazquez
Senior Copywriter
Andrea Hernando
Markel Otsoa de Etxaguen
Account Manager
Lucas Vilela
Related Awards
