Project: The Sound of Football - Pepsi Refresh - See with Sound
Client: Carlsberg / Pepsi
My Role: Head of Digital / Digital Producer
Project Description
A technology that enables you to “see” with sound.
Together with Society46 and Tracab we created a technology that enables you to “see” with sound. We told the story of how an innovation lets visually impaired experience the world in an entirely new way. And even compete against sighted players in a game of football. As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. We wanted to see how they would perform under equal conditions — in a match where no one can see.
The Sound of Football Story
As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. We wanted to see how they would perform under equal conditions – in a match where no one can see.
AWARDS & NOMINATIONS
Winner, Webby Awards, Interactive Advertising - Augmented Reality
Nominee, Webby Awards, Mobile & Apps - Experimental & Innovation
Nominee, Webby Awards, Interactive Advertising - Online Guerilla & Innovation
Gold, Lovie Awards, Mobile & Apps, Mobile Innovation
Gold, Lovie Awards, Mobile & Apps, Experimental and Innovation
People's Lovie, Lovie Awards, Online Advertising, Branded Content
Silver, Lovie Awards, Online Advertising, Branded Content
Silver, Lovie Awards, Online Advertising, Mobile & Experience
Silver Pen, One Show Entertainment, Innovation in Branded Content
Silver, Swedish Golden Egg, Production
Diploma, Swedish Golden Egg, Mobile
Bronze, London International Awards, Digital, Weird Wonderful Work
Bronze Lion, Cannes Lions, Mobile/Use of Innovative Technology for Mobile
Finalist, London International Awards, The New, The New
Finalist, Cresta Awards, Interactive, Off-line Interactive Media
Featured Case Studie, Google Creative Sandbox 2012
Finalist, FAB Awards, Best Use of Technology
Finalist, New York Festivals, Avant-Garde/Experiential Advertising
Finalist, New York Festivals, Interactive/Website-Microsite
Finalist, New York Festivals, Art, Technique & Technoligy/Innovative Use of Technology
Merit Award, One Show Interactive, Interactive Advertising
Merit Award, One Show Interactive, Mobile Apps
Shortlist, Tomorrow Awards,
Nomination Pencil, D&AD Mobile Marketing
Featured Case Studie, Google Creative Sandbox 2012
Most Contagious Campaigne 2011, Projects Not Campaigns
TED | Ads Worth Spreading
FWA Mobile Of The Day, November 30
The Player Perspective
Hear more about the expectations and experiences from the two teams.
Tracking Football
Learn more about tracking technology used on the football pitch.
3D Sound Demo
Experience the blind way of playing football with our binaural 3D sound demo. See Technology Explained for a more in-depth explanation of how it works. Best experienced with headphones.
Technology Explained
Listen to our technologist explain the various challenges in the project.
The campaign site
A simple app user journey.
What Happens Next?
In the future, we want to create new aides that enable visually impaired people to “see” with sound. What would you like us to refresh with ”Sound of”-technology?
We have thought about skiing, athletics or creating soundscapes in public places. Maybe you have a better idea?
Demo - iPhone Application
Webby Award Ceremony
5 word speach: help more blind people see
Me, Webby Award & ‘Friends’