|Brand||THE ALS ASSOCIATION|
|Product / Service||PROJECT REVOICE|
|Category||B06. Use of Technology|
|Entrant||BWM DENTSU Sydney, AUSTRALIA|
|Idea Creation||BWM DENTSU Sydney, AUSTRALIA|
|PR||HAYSTAC Sydney, AUSTRALIA|
|Production||LYREBIRD Montreal, CANADA|
|Production 2||FINCH Sydney, AUSTRALIA|
|Production 3||NAKATOMI Sydney, AUSTRALIA|
|Production 4||RUMBLE STUDIOS Sydney, AUSTRALIA|
|Additional Company||SPACE 66 Sydney, AUSTRALIA|
|Rob Belgiovane||BWM Dentsu||Chief Creative Officer|
|Asheen Naidu||BWM Dentsu||Executive Creative Director|
|René Schultz||BWM Dentsu||Senior Art Director|
|Oskar Westerdal||BWM Dentsu||Senior Copywriter|
|Emma Durlacher||BWM Dentsu||Onscreen Producer|
|Eeuwout 'Dutchy' Baart||BWM Dentsu||Design Director|
|Jenna Mills||BWM Dentsu||Creative Services Director|
|Brendon Killen||BWM Dentsu||Editor|
|Jason Carnew||Haystac||National General Manager|
|Sarah Littlefair||Haystac||General Manager Haystac Sydney|
|Alexandre de Brébisson||Lyrebird||Co-Founder and CEO|
|David Dodero||Lyrebird||Head of Operations|
|Corey Esse||FINCH||Executive Producer|
|Emad Tahtouh||Nakatomi||Managing Director|
|Patrick Barnes||Nakatomi||Senior Engineer|
|Ben Bray||Nakatomi||Interactive Team Lead|
|Tone Aston||Rumble Studios||Sound Designer|
|Cam Milne||Rumble Studios||Sound Designer|
|Sha Toth||Rumble Studios||Post Producer|
|Michael Gie||Rumble Studios||Music Producer|
|Darren Lim||Rumble Studios||Composer|
|Christopher Gregson||Space 66||General Manager|
|Elliot Owen||Space 66||Creative Director|
With a custom machine learning algorithm that analyses and completely recreates a person’s voice, Project Revoice gives ALS patients the full use of their own authentic voices, allowing them to speak freely and naturally even after they physically can’t. To launch the program, we managed to recreate the voice of Pat Quinn, who co-founded the ALS Ice Bucket Challenge while fighting the disease himself.
To make this technology available to the wider ALS community, Project Revoice has built an online voice bank where ALS sufferers can easily record the voice material necessary for their own voice clones. By the end of 2018 these recordings will be used to create more ‘Revoices’, which users can access and ‘speak’ with via their own Assisted/Augmentative Communication (AAC) devices. Since launch Project Revoice has inspired new hope for thousands of ALS sufferers. While the technology is currently limited to English-speaking patients only, the ultimate goal of the program is to prevent anyone diagnosed with ALS from losing their voice.
Since launch, Project Revoice has received significant interest from both the ALS community and the general public: Over 900 million earned media reach Over one million organic video views in the first week. By week two over 41 million people had posted, commented shared or mentioned the campaign. Over 680 articles written globally $9.8 million estimated earned PR value. Over 500 patients joined the program in the first month alone.
Ever since the Ice Bucket Challenge raised over $115 million dollars for the ALS Association, the ALS community has been eager to see breakthroughs that can improve their quality of life. With Project Revoice, we rallied global support and community engagement around a new program that for the first time will give patients the ability to speak freely in their own voices, forever changing the way people live with ALS.
To rebuild Pat’s voice we had to create a databank of audio for the algorithm to work with. Since Pat hadn’t banked any audio, our challenge was to build a sufficient databank ourselves from old Ice Bucket interviews and speeches found online. In March 2018, surrounded by his family and friends Pat was finally able to speak again in his own voice, after over a year in silence. This emotional moment became the heart of our campaign, and once more Pat’s voice became a rallying cry for the ALS community with a call to action to join the program.