BRAINBAND

Short List
TitleBRAINBAND
ClientSAMSUNG AUSTRALIA
Product / ServiceSAMSUNG BRAINBAND
CategoryA01. Innovative 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

• Insights Players are playing-on after hard hits when they should be off the pitch recovering. Often they’re playing with undiagnosed concussion. Our idea was to use mobile technology to measure the force of the impact on a player’s brain, in real-time. Transmitting this data via mobile devices would enable medical staff, coaches and team-mates to call for treatment on the basis of scientific data, where there was once only guesswork. • Intention / Purpose To protect from the dangers of concussion in contact sport by enabling players and staff to see with scientific accuracy when a player has taken a dangerous hit and requires rest and medical treatment. • Adaptation of an exiting platform or new innovation brainBAND is the first technology of its kind. There was no existing platform for measuring and relaying impact data on the playing field.

Creative Execution

• How it works Sensors are housed in a rubber headband worn by the player. These sensors measure the force of every impact and relay this information to referees, medics and coaches on connected devices, in real-time. LED’s on the band provide warning lights for team-mates – yellow, orange and red. • Components High-grade wearable rubber band. Sensors using accelerometers, gyroscopes and associated circuitry. Bluetooth and WiFi connectivity. LED’s. Software apps for connected devices. • Platforms The headband connects with a full suite of mobile devices; wearable tech like Samsung Gear; Samsung smartphone; and Samsung tablet. • What stage is it at? brainBAND is currently at prototype stage. Plans are underway to manufacture the brainBAND for the global mass market targeted to sports players at all levels - from amateur to professional organisations.

• Long term outcomes Since launching brainBAND, there has been interest from sports associations and personalities to trial the finished product and assist with continued promotion and development. Moreover, the overwhelming reaction to the campaign has convinced Samsung to fast-track this technology for public launch. • Scalability The brainBAND is scalable to meet the needs of a global mass market. • Industry Relevance As a world-first technology, brainBAND is an important contribution to Samsung’s reputation as innovators and creators of technology with a human purpose. • Results / successes / developments to date The brainBAND project gained mass attention both nationally and internationally, generating the following key results: • PR reach of 119,387,165 people in 20 countries • Impressions: Over 7 million • Positive sentiment approaching 100% • Value of coverage: Over $10 million (as of March 31) • Combined content views 5.1 million. • Combined online reach of videos was 9.8 million.

Samsung applied its expertise in mobile to create an entirely new technology - one that looks set to change the future of contact sports by accurately measuring concussions on the field. brainBAND is the first time players can gauge the impact of a hit and connect with medics, staff and referees, in real-time. This technology could protect players at all levels – from professional to junior leagues. As the first technology of its kind, and a catalyst for future development in the area, brainBAND is a significant contribution to Samsung’s reputation as innovators, finding new ways to make human connections.

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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