Samsung and Optus create scientifically developed music to enhance Olympic athlete performances in new campaign via CHE Proximity

To help support athletes in Tokyo, official Olympic partners Samsung and Optus, with CHE Proximity, have launched Performance Enhancing Music – uniquely personalised audio tracks scientifically designed to create the desired mental and physical response to help athletes to perform at their best.

Isochronic tones are integrated into the music with specific BPM and intense personalisation including personal mantras, moments from former successes and even enlisting the athlete’s favourite artists to be involved. The scientific research and testing of three select athletes was overseen by Professor Frank Millward PhD and Dr Damien Lafont PhD.

The tracks have been created for Olympians and Optus ambassadors Mack Horton, Poppy Starr Olsen, and Steph Catley, as well as rising stars Desleigh Owusu, Lexi McLean and Alana Withnall. Music producers in LA, Tokyo and Melbourne brought the tracks to life in collaboration with artists including Aria winners Sheppard, Karnivool, San Cisco and Triple J Unearthed Artist of the Year, Alex the Astronaut.

Each personalised audio track is with these athletes in Tokyo accompanied by Samsung Galaxy devices and Buds, forming part of their training regime and pre-performance preparation.

For the rest of Australia, the full tracks have been released in partnership with Spotify. Through SnapChat, people can also take the stems of these tracks and personalise them to create their own unique Performance Enhancing Music.

Says Eric Chou, director of product marketing from Samsung: “While we can’t be in Tokyo to support our athletes, we used the power of Samsung Galaxy and Optus to connect artists, scientists and athletes in all parts of the world to create something truly unique. Music that is designed to get each athlete in their best mindset to compete.”

Says Mel Hopkins, chief marketing officer from Optus: “This was a true collaboration, not only between brands, but between art and science to support our athletes.”

Says Richard Shaw and Jeremy Hogg, creative directors at CHEP: “The Olympics is the biggest stage of all, so to think we’ve been able to positively enhance an athletes performance, even if it’s by 1% is incredible.”

Following the Performance Enhancing Music playlist, the campaign launches with a short documentary and is supported across film, digital, social, OOH and media integration.

To listen to the music, please visit: https://open.spotify.com/playlist/1i8PhQaDW97ncYgZh4YCy0

Samsung Australia
Brian Cha, President SEAU
Eric Chou, Director of Product Marketing
Hayley Walton, Head of Brand Marketing IM
Jason Ridge, Group Partner Marketing Manager IM
Danielle Hoppitt, Channel Marketing Manager IM
Alicia Malmur, Marketing Manager IM
Lilly Lloyd, Marketing Executive IM

Optus
Benjamin Lawless-Jennings, Director of Sponsorship & Retail Marketing Danielle Rapley, Associate Director, Sponsorship & Retail Marketing Jen Coleman, Sponsorship & Marketing Consultant

Creative Agency: CHE Proximity
Gavin McLeod, Chief Creative Officer
Justin Ruben, Executive Creative Director
Richard Shaw, Creative Director
Jeremy Hogg, Creative Director
Daniel Smith, Senior Art Director
Ernie Ciaschetti, Senior Copywriter
Tash Johnson, Head of Strategic Production
Sophia Tubby, Executive Producer
Jonny Berger, Managing Partner
Grace Vizor, Group Account Director
Peter Thomas, Account Director
Blade Griffiths, Account Director
Raisa Mushrafi, Senior Account Manager
Mike Deane, Chief Media Officer
Tim Russell, Head of Media Strategy
Alex Connell, Communications Planning Director
Elizabeth Lonsdale, Investment Director
Sophie Curtain, Addressable Director
Sue Lau, Senior Addressable Manager
Amanda Bodagh, Investment Trader
Andrea Quach, Ad Ops Manager
Tim McPherson, Head of Art
Joe Tran, Senior Digital Designer
Charlotte Bruton, Head of Mixed Reality
Mary Anne Truong, Operations Director
Edelman
Natasha Brack, Director & Group Head of Technology
Thom Landers, Associate Director

Production company: Revolver
Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Cathy Rechichi
Director of Photography: Jordan Maddocks
2nd Unit DOP: Mike Roberts
2nd Unit Remote DOP’s: Marko Zagar/Tanya Rivera
Production Designer: Arabella Lockhart
Wardrobe: Sandy Burcul
Make-up: Alli Boyle
Sound: Predrag Malesev
Casting: Citizen Jane Casting

Post Production: The Glue Society Studios
Editor: The Glue Society
Post Production Supervisor: Scott Stirling
Grade: Andy Clarkson
Online: Viv Baker

Resonance Sonic Branding
Ramesh Sathiah, Music Director
Ralph Van Dijk, Audio Director
Ian Lew, Managing Director
Dominic Burnham, Senior Brand Consultant
Ryan Dickinson, Senior Music Creative
Dr Frank Millward, Consulting Academic

Big Sync Music
Michael Szumowski, Music Supervisor / Country Manager

Song Zu Sydney
Abby Sie, Sound Design & Mixing

OptiBrain
Dr Debbie Crews