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
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
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
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
Dr Debbie Crews
‘Bodies’ by Drowning Pool already exists. Nerds.
But it’s actually very fucking cool. Wish I’d made it.
I find this a bit forced and familiar.
What ‘Strategic Production’ means?
was put Wolfmother’s “Joker and the Thief” on repeat
With a gaping hole whole in the arts and gatherings, it’s warming to see this support for our athletes.
The tracks are original and considered – based on long conversations with the athletes . I love it!
If you don’t you are showing your age 🙂
This is very smart. Wish I did it.
…people just commenting their favourite songs and how you could’ve just used that instead.
Nothing else. The songs are cheesy. Very gimmicky. Cringe.
Epic. Awesome work.
always nice to land on your feet
Has anyone in general used earphones during an event?
Did any athletes use their song when performing?
Forcing me to listen to something scientifically designed to make me perform better.
Yuck. It’s like putting a U2 track on a billion peoples iPhones without consent.
We need a ‘if headlines were true’ filter for this industry.
let me take a first stab.
‘Samsungs agency claiming something that literally no one actually believes in an effort to win some pieces of metal in france next year’
Award winning work
Very odd says – Who is forcing anyone. Possible they actually like it? it wasn’t made for you mate!
I was wondering what the hell is Strategic Production????
Well done Keith. Great stuff.
Beats the previous record for the longest list of credits by some margin. Outstanding result in an interrupted preparation.
Was so skeptical of this reading the headline, film completely changed my mind, this is really cool.
I hated the press release, thought it was such an over-claim but watching this – it’s not great. This is actually f-img awesome. Even just to have three competing commercial music studio owners collaborating with some decent equipment was great too. Well done.
Why listen to really great songs when thanks to a brand you can now listen to cheesy crap ones about yourself.
I haven’t seen a credits list like that since the last batch of scams got a run in Cannes earlier this year.
What’s an Investment Director?
Having judged a few awards, it’s super close to some work by Audi. But hey, it’s Australia right.
are very transparent
This is smart. And Real. Unlike that sickly Sauce idea from the same agency. I suspect any hate here is because the people posting are all so insignificant they will never have a song created for them. Other than the one Beck wrote in 1994.
Damn, this is actually good.
Pretty cool idea until you find out Mack Horton didn’t even manage to qualify for the games (hope the music didn’t put him off)…
I do have a problem with people getting credited on this after only been at the agency for 2 minutes. And the audacity to lead the list too! Disrespectful to all those who have worked tirelessly on what I can only imagine was months of work. Reeks of desperation.
It’s a really nice idea. I just wonder if anyone outside of this blog is aware that it actually happened. Is there an actual piece of communication or is it just this case study video? I mean the olympics just finished and I haven’t heard of this until now.
But is anyone going to actually see it?
To assume that your original creation has more of an emotional connection for the athlete than something they’ve already bonded with over countless hours of training already. I mean, they picked that song for a reason. Also, the track in the case study is objectively cheesy and uninspiring.
People love all kinds of music – I am guessing you are a 40-year-old dude who thinks the XX is still a cool.
Love this — love the art direction. Well done Keith.