Describe the creative idea

To create awareness of Samsung’s sponsorship of the Australian Olympic team, we leveraged a topical moment - the absence of crowds at the Tokyo Olympics. Crowd noise is proven to motivate and enhance athlete’s performance, so we gave the athletes an edge over their competitors at Tokyo by leveraging something already used by athletes across the globe. Music. We created personalized tracks, each scientifically proven to enhance performance. Every beat, lyric, instrument and artists were chosen to match their desired mind-state, event, and musical preference. To further enhancement performance, we tested and fine-tuned 13 audio-triggers including isochronic tones, personal mantras, cadence and more. We then brought the tracks to life with their favourite Australian artist. Athletes used their tracks to prepare and compete in Tokyo. As the world used their mobiles to listen along on Spotify.

Describe the execution

To create music scientifically proven to enhance athletes’ performances, we underwent a rigorous testing process over a number of weeks. 7th June 2021 - Initial scientific research conducted by Professor Frank Milward BA MA PhD, Dr. Damien Lafont PhD and Sonic Specialist Dominic Burnham. We confirmed music could enhance performance if audio triggers could stimulate the required brainwaves (Alpha or Theta). Depending on their desired mind-state (relaxed, pumped, focused etc). 21st June 2021 - Interviewed athletes to discover their desired competing mind-state, musical preference and stroke rate of their event. We then explored other techniques/habits used while preparing to compete - personal mantras, affirmations or team songs. 12th July 2021 –Exercise Physiologist Dr. Dean McNamara tested tracks on Olympians through event specific time trials and other physiological tests. Dr. Damien Lafont PhD and Dominic Burnham measured Alpha and Theta brainwaves to ensure the right areas were stimulated. We discovered brain waves were best activated using personal affirmations and mantras which informed each song's lyrics. Time trial testing showed athletes’ performed best when BPMs matched their desired stroke rate. 15th July 2021 -We then added their favourite Australian artists to the tracks and revealed them to the Olympians. Tracks were then used in their preparations and when competing in Tokyo. 23rd July 2021 -The campaign launched during the Olympics through our key assets; the Performance Enhancing Music tracks and documentary film. The music was launched on Spotify through a branded playlist. In line with how music albums are dropped, we launched across all social channels as well as OOH street posters which featured scannable Spotify codes that drove people to listen to the tracks and test them on themselves. SNAP AR was also leveraged to allow people to remix our tracks, and create their own Performance Enhancing music using their mobile.