BRAINBAND

Short List
TitleBRAINBAND
ClientSAMSUNG AUSTRALIA
Product/ServiceSAMSUNG BRAINBAND
CategoryE03. Innovative Use of Technology
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Idea Creation LEO BURNETT SYDNEY, AUSTRALIA
Media STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA
PR EDELMAN Sydney, AUSTRALIA
Production LEO BURNETT SYDNEY, AUSTRALIA
Production 2 THE POOL COLLECTIVE Sydney, AUSTRALIA
Production 3 WE LOVE JAM Sydney, AUSTRALIA

The Campaign

We created the brainBAND – a wearable headband that uses custom built mobile technology to measure the force of a concussion in sport and immediately relay this data to referees, coaches and medics via an app on connected devices: wearable tech, smartphone and tablet. As well as measuring the g-force of the impact, brainBAND features LED’s to warn team-mates – yellow, orange and red, meaning a player should be taken off immediately. All data is logged so that over time, players have a complete picture of the forces their brain has been put under. Developed alongside neuroscientists, engineers and international rugby star Izzy Folau, the brainBAND is a powerful new tool for shining a light on the dangers of concussion and reducing injury at every level of the game. As a world-first technology, the brainBAND is an important contribution to Samsung’s strategy as innovators and solvers of meaningful human problems.

Creative Execution

• Implementation We designed and created the brainBAND, showcasing its development via a series of online documentaries. A PR campaign was undertaken in partnership with Australian rugby star Izzy Folau, who promoted and distributed it to selected rugby teams in Sydney. Other Australian sports stars helped promote awareness, gaining exposure in news and social media nationally and globally. • Timeline The project began in July 2015 and was launched in March 2016. • Brand Revelance As a world-first technology, brainBAND is an important contribution to Samsung’s reputation as innovators and creators of technology with a human purpose. • Materials, Style Elements, Design Choices Custom built mobile technology featuring gyroscopes and accelerometers, housed in a wearable rubber headband. The unit needed to be simple and seamless enough to be used on the pitch by players and staff in real time – and stylish enough for players at all levels.

Credits

Name Company Position
Janifer Wong Leo Burnett Digital Designer
Ben Greenfield Leo Burnett 3D Retoucher
Mark Tutssel Leo Burnett Worldwide Global Chief Creative Officer
Grant McAloon Leo Burnett Executive Creative Director
Vince Lagana Leo Burnett Executive Creative Director
Scott Huebscher Leo Burnett Creative Director
Nils Eberhardt Leo Burnett Senior Art Director
Dave Govier Leo Burnett Senior Copywriter
Laurent Marcus Leo Burnett Executive Producer
Cassie Collin Leo Burnett Integrated Producer
Amanda Quested Leo Burnett Head of Client Service
Emily Taylor Leo Burnett Planning Director
Natalie Tay-Uceda Leo Burnett Senior Account Director
Brendan Swansborough Leo Burnett Senior Account Director
Willy Bernardoff Leo Burnett Editor
Chris Ireland The Pool Collective Director
Petrea Lambert The Pool Collective Producer
Cameron Gray The Pool Collective Producer
Chris Baron The Hive Editor
Kathryn Browne Edelman Australia Account Director
Debra Hole Edelman Australia Media Strategist
Scott Glitz Starcom MediaVest Group Senior Digital Manager
Nicola Yuille Starcom MediaVest Group Digital Planner
Shane Vancuylenberg We Love Jam Audio Engineer
Jared Underwood We Love Jam Music Composer
Brett Turnbull Samsung Australia Head of Digital
Philip Newton Samsung Australia VP Marketing
Byounghye Bonnie Nah Samsung Australia Brand Strategy Group
Shaneez Johnston Samsung Australia Head of Corporate & Public Affairs
Damian Galvin Leo Burnett Art Director
Curt McDonald Leo Burnett Copywriter
Links
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