Samsung: Brainband, 2

Credits & Description:

Title: Brainband
Agency: Leo Burnett Sydney
Brand: Samsung Australia
Country: Australia
Advertising Agency: Leo Burnett Sydney
Entrant Company: Leo Burnett Sydney
Media Agency: Starcom Mediavest Group, Sydney
Pr Agency: Edelman, Sydney
Production Company: The Pool Collective, Sydney
Additional Company: The Pool Collective, Sydney
Planning Director: Emily Taylor (Leo Burnett, Sydney)
Senior Art Director: Nils Eberhardt (Leo Burnett, Sydney)
Senior Copywriter: Dave Govier (Leo Burnett, Sydney)
Senior Account Director: Brendan Swansborough (Leo Burnett, Sydney)
Producer: Petrea Lambert, Cameron Gray (The Pool Collective)
Audio Engineer: Shane Vancuylenberg (We Love Jam)
Editor: Willy Bernardoff (Leo Burnett, Sydney)
Editor: Chris Baron (The Hive)
Director: Chris Ireland (The Pool Collective)
Music Composer: Jared Underwood (We Love Jam)
Account Director: Kathryn Browne (Edelman Australia)
Global Chief Creative Officer: Mark Tutssel (Leo Burnett, Worldwide)
Executive Creative Director: Vince Lagana (Leo Burnett, Sydney)
Head Of Client Service: Amanda Quested (Leo Burnett, Sydney)
Head Of Digital: Brett Turnbull (Samsung Australia)
Brand Strategy Group: Byounghye Bonnie Nah (Samsung Australia)
Vp Marketing: Philip Newton (Samsung Australia)
Integrated Producer: Cassie Collin (Leo Burnett, Sydney)
Copywriter: Curt Mcdonald (Leo Burnett, Sydney)
Senior Digital Manager: Scott Glitz (Starcom Mediavest Group)
Executive Producer: Laurent Marcus (Leo Burnett, Sydney)
Senior Account Director: Natalie Tay-Uceda (Leo Burnett, Sydney)
Art Director: Damian Galvin (Leo Burnett, Sydney)
Media Strategist: Debra Hole (Edelman Australia)
Executive Creative Director: Grant Mcaloon (Leo Burnett, Sydney)
Digital Planner: Nicola Yuille (Starcom Mediavest Group)
Creative Director: Scott Huebscher (Leo Burnett, Sydney)
Head Of Corporate & Public Affairs: Shaneez Johnston (Samsung Australia)
Execution:
• ImplementationWe designed and created the brainBAND, showcasing its development via a series of online documentaries. A PR campaign was undertaken in partnership with Australian rugby star Izzy Folau, who promoted and distributed it to selected rugby teams in Sydney. Other Australian sports stars helped promote awareness, gaining exposure in news and social media nationally and globally. • TimelineThe project began in July 2015 and was launched in March 2016. • Brand RevelanceAs a world-first technology, brainBAND is an important contribution to Samsung’s reputation as innovators and creators of technology with a human purpose. • Materials, Style Elements, Design ChoicesCustom built mobile technology featuring gyroscopes and accelerometers, housed in a wearable rubber headband. The unit needed to be simple and seamless enough to be used on the pitch by players and staff in real time – and stylish enough for players at all levels.
Campaign Description:
We created the brainBAND – a wearable headband that uses custom built mobile technology to measure the force of a concussion in sport and immediately relay this data to referees, coaches and medics via an app on connected devices: wearable tech, smartphone and tablet.As well as measuring the g-force of the impact, brainBAND features LED’s to warn team-mates – yellow, orange and red, meaning a player should be taken off immediately. All data is logged so that over time, players have a complete picture of the forces their brain has been put under. Developed alongside neuroscientists, engineers and international rugby star Izzy Folau, the brainBAND is a powerful new tool for shining a light on the dangers of concussion and reducing injury at every level of the game. As a world-first technology, the brainBAND is an important contribution to Samsung’s strategy as innovators and solvers of meaningful human problems.