PROJECT REVOICE

TitlePROJECT REVOICE
BrandTHE ALS ASSOCIATION
Product / ServicePROJECT REVOICE
CategoryA05. Health & Wellness Tech
EntrantBWM 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

Credits

Name Company Position
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
Brett Ludeman FINCH 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
Jose Sotelo Lyrebird Co-Founder
Kundan Kumar Lyrebird Co-Founder
David Dodero Lyrebird Head of Operations
Corey Esse FINCH Executive Producer
Claire Thompson FINCH Producer
Emad Tahtouh Nakatomi Managing Director
Cara Szabo Nakatomi Producer
Hamish Pain Nakatomi Engineer
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

The Campaign

Project Revoice is a new voice cloning program that will change the way people live with ALS. Powered by a custom machine learning algorithm that can analyze the unique characteristics (or DNA) of a voice from only 2-3 hours of audio, it creates a complete digital voice clone that’s able to say anything in real-time via text input. This technology gives people with ALS patients the ability to communicate freely and naturally in their own voice, even after they can’t physically speak. Going forward, this program will change the lives of ALS patients and caregivers around the world.

Creative Execution

To launch the program we recreated the voice of Pat Quinn, co-founder of the ALS Ice Bucket Challenge. Since Pat hadn’t banked his voice, our challenge was to build a sufficient databank ourselves from old Ice Bucket interviews and speeches found online, which we manually analyzed, cleaned up and transcribed to create a unified databank for the algorithm to work with. Once the voice had been cloned through Lyrebird technology, we built a custom user interface for Pat to access the voice through his eye-tracking computer. To make this technology available to the wider ALS community, Project Revoice has built an online voice bank where patients can record the voice material necessary to create their own ‘Revoices’. 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.

Project Revoice is a new voice cloning program that gives people with ALS the ability to communicate freely and naturally in their own voice, even after they can’t physically speak. To launch the program we recreated the voice of Pat Quinn, co-founder of the Ice Bucket Challenge, and captured the moment when he finally spoke again in his own voice. Pat’s inspiring and heart-wrenching story was told in an online content film that got worldwide attention.

Ever since the Ice Bucket Challenge raised over $115 million dollars for the ALS Association, the ALS/MND community has been eager to see breakthroughs that can improve their quality of life. With Project Revoice, we created an inspiring continuation of the Ice Bucket story, one that has a direct and tangible impact on the day-to-day lives of thousands of sufferers. By launching the program with a famous ALS advocate known for – arguably – the biggest story in ALS Association history, we rallied support and engagement both within the community and beyond, inspiring patients across the world to join the program to receive their own Revoice.

Links

Social Media URL