|Title||PERFORMANCE ENHANCING MUSIC|
|Product / Service||SAMSUNG|
|Category||A02. Applied Innovation|
|Entrant||CHE PROXIMITY Sydney, AUSTRALIA|
|Idea Creation||CHE PROXIMITY Sydney, AUSTRALIA|
|Production||REVOLVER Sydney, AUSTRALIA|
|Production 2||RESONANCE - SONIC BRANDING Sydney, AUSTRALIA|
|Production 3||BIG SYNC MUSIC Sydney, AUSTRALIA|
|Post Production||THE GLUE SOCIETY STUDIOS Sydney, AUSTRALIA|
|Additional Company||THE GLUE SOCIETY Sydney, AUSTRALIA|
|Additional Company 2||CITIZEN JANE CASTING Sydney, AUSTRALIA|
|Gavin McLeod||CHEP Network||Chief Creative Officer|
|Justin Ruben||CHEP Network||Executive Creative Director|
|Richard Shaw||CHEP Network||Creative Director|
|Jeremy Hogg||CHEP Network||Creative Director|
|Daniel Smith||CHEP Network||Senior Art Director|
|Ernie Ciaschett||CHEP Network||Senior Copywriter|
|Tash Johnson||CHEP Network||Head of CHEP Films|
|Sophia Tubby||CHEP Network||Executive Producer|
|Jonny Berger||CHEP Network||Managing Partner|
|Grace Vizor||CHEP Network||Group Account Director|
|Peter Thomas||CHEP Network||Account Director|
|Tim McPherson||CHEP Network||Head of Art|
|Charlotte Bruton||CHEP Network||Head of Mixed Reality|
|Mary Anne Truong||CHEP Network||Operations Director|
|Tim Russell||CHEP Network||Head of Communications Planning Media|
|Ian Lew||Resonance Sonic Branding||Managing Director|
|Ramesh Sathiah||Resonance Sonic Branding||Music Director|
|Ralph Van Dijk||Resonance Sonic Branding||Audio Director|
|Dominic Burnham||Resonance Sonic Branding||Senior Brand Consultant|
|Michael Szumowski||Big Sync Music||Music Supervisor/ Country Manager|
|Michael Ritchie||Revolver||Managing Director/Co-Owner|
|Pip Smart||Revolver||Executive Producer/Partner|
|Jasmin Helliar||Revolver||Executive Producer|
|Jordan Maddocks||Revolver||Director of Photography|
|Scott Stirling||The Glue Society||Post Production Supervisor|
|Andy Clarkson||The Glue Society||Grade|
|Viv Baker||The Glue Society||Online|
|Abby Sie||SongZu||Sound Design & Mixing|
|Jonathan Kneebone||The Glue Society||Director|
|Luke Crethar||The Glue Society||Editor|
|Natasha Brack||Edelman||Director & Group Head of Technology|
|Thom Landers||Edelman||Associate Director|
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 to replace it we created a never-been-done Samsung brand experience – music that not only entertained, it was also scientifically proven to increase the performance of Olympic athletes. The songs were then released as performance enhancing music on Spotify for athletes everywhere to use and we also produced a mini-documentary that explained how the music had been made.
Samsung was signed on to be an official sponsor of the Australian Olympic team. We saw this as an opportunity to shift perceptions of Samsung, from being cold and techy to being true supporters of Australians. However, research told us that as a first time sponsor, we needed to leverage and activate this sponsorship beyond simply naming rights and ad placements in order to maximise the effectiveness. The objective was clear; How can we add value to Australians during the Olympics beyond our official sponsorship activity?
Working with Olympians we innovated an edge over competitors, 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 listened along on Spotify.
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 - Released tracks to the world via Spotify.
We created personalized tracks, each scientifically proven to enhance performance. Every beat, lyric, artist, and instrument were chosen to match a specific Olympian’s desired mind-state, their event, and musical preference. To further enhancement performance, we tested and fine-tuned 13 audio-triggers including – brainwave entertainment, mind-state mapping, genre, style, harmony, instrument, words of affirmation, inspirational quotes, structure, cadence, tempo, action, and the vocals of their favourite Australian artists. Together they acted as Biomechanical, Neurological and Psychological stimulus. By analysing brain waves during testing we were able to identify which triggers allowed Olympians to reach their ‘Flow mind-state’. Once the tracks were complete Olympians used them to prepare and compete in Tokyo. As rest of the world listened along on Spotify.
Performance Enhancing Music helped the Australian team equal their best ever Olympic performance. Word spread through the Olympic village and other Australian Olympians have requested their own personalised track for future events. It has proven to not only be efficient in replacing crowd motivation, but also an ongoing tool athletes are looking to use whether fans are in the stands or not.