Australian Campaigns of the Decade: ALS ‘PROJECT REVOICE’ (2018) VIA BWM DENTSU SYDNEY

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In the lead-up to the start of the 20s Campaign Brief nominates the campaigns that contributed to Australia being consistently ranked in the top 5 most awarded countries at global award shows throughout the decade.

 

In April 2018 BWM Dentsu, Sydney and its PR arm, Haystac, launched Project Revoice with the ALS Association in the US and MND Australia.

The groundbreaking initiative introduced a breakthrough in speech technology for people living with ALS (Motor Neuron Disease), enabling those who lose the ability to talk, to continue speaking in their own authentic and personal voice.

To launch the initiative, Project Revoice gave Pat Quinn, co-founder of the ALS Ice Bucket Challenge, his voice back. Pat did not record (or bank) his voice before ALS robbed him of his ability to speak. But using footage from his many Ice Bucket interviews, the team were able to re-build his voice.

In the past, people with ALS could use pre-recorded messages to communicate, but the BWM Dentsu Group worked with Canadian software partner Lyrebird to create a complete voice clone. This allows Pat to speak freely and naturally in his own voice, rather than a ‘machine’ voice, when linked to his eye reader assistive technology. The man who gave ALS a voice now has his own voice back.

As a collaboration between BWM Dentsu, Haystac, Lyrebird, Finch, Rumble Studios, Space 66 and the ALS Association, it took a year to bring this revolutionary speech synthesis project to life.

Project Revoice is now working to encourage MND and ALS communities around the world to record their voices so they can be digitally recreated in the future using this innovative new voice cloning technology.

At the 2018 Cannes Lions Festival of Creativity BWM Dentsu, Sydney took out the Grand Prix for Good plus one Gold Lion, one Silver Lion and three Bronze Lions. The campaign went on to win four Gold Clios and six Bronze Clios, plus six Gold and two Silver at LIA. Later in 2018, the campaign won the Grand Prix, two Golds and 2 Silvers at the Clio Health Awards. The following year the campaign won two Grands, three 1st Prizes and three 2nd Prizes at New York Festivals, and at D&AD, the campaign won a Silver Pencil and a coveted Black Pencil, D&AD’s highest honour.

Creative Agency: BWM Dentsu, Sydney
Chief Creative Officer: Rob Belgiovane
Executive Creative Director: Asheen Naidu
Senior Creative Team: René Schultz & Oskar Westerdal
Film Producer: Emma Durlacher
Design Director: Eeuwout ‘Dutchy’ Baart
Digital Producer: Jenna Mills
Director: Brett Ludeman
Editor: Brendon Killen

PR Agency: Haystac
National General Manager Haystac: Jason Carnew
General Manager Haystac Sydney: Sarah Littlefair

Technology Partner: Lyrebird
Co-Founder and CEO: Alexandre de Brébisson
Co-Founders: Jose Sotelo & Kundan Kumar
Head of Operations: David Dodero

Production Company: FINCH
Director: Brett Ludeman
Executive Producer: Corey Esse
Producer: Claire Thompson

Technology Partner: Nakatomi
Managing Director: Emad Tahtouh
Producer: Cara Szabo
Engineer: Hamish Pain
Senior Engineer: Patrick Barnes
Interactive Team Lead: Ben Bray

Sound & Music: Rumble Studios
Sound Designers: Tone Aston & Cam Milne
Post Producer: Sha Toth
Music Producer: Michael Gie
Composer: Darren Lim

Website: Space 66
General Manager: Christopher Gregson
Creative Director: Elliot Owen