Samsung’s Launching People initiative launches new brainBAND Project via Leo Burnett Sydney
Samsung Electronics Australia has today announced the creation of the brainBAND Project, centered on the global initiative Launching People. Designed to push the boundaries of technology and facilitate research into concussion. The brainBAND Project is the work of Dr. Alan Pearce and Braden Wilson who were brought together for the project by Leo Burnett Sydney on behalf of Samsung Australia.
Samsung’s Launching People program, brings together two experts from different backgrounds to demonstrate how technology can investigate and help solve real challenges facing society. In Australia, neuroscientist Dr. Alan Pearce and industrial designer Braden Wilson have worked together to create a prototype to monitor and better understand the impact of concussion.
Facilitated by Samsung, the brainBAND Project highlights how technology can be used at the core of investigating societal problems such as concussion – an issue that can affect all sports codes and levels.
Says Philip Newton, corporate vice president and chief marketing officer, Samsung: “At Samsung, we have a strong belief in pushing the boundaries of technology and challenging the current perception of what is possible through innovation. Samsung’s Launching People program has allowed us to do this, leading to highly successful campaigns around the world, such as last year’s LifeLIVE virtual reality content piece.
“With the launch of the brainBAND Project we are extremely proud to have helped facilitate the work of Dr. Alan Pearce and Braden Wilson to create technology to aid research into concussion in sport.”
How it works
A specially designed headband houses sensors at the back of the head that measure the force of an impact. This information is then relayed via an app to medics, referees and coaches, all in real time through the use of Samsung devices.
A series of LED lights embedded in the headband indicate the severity of a hit: yellow, orange and red for high alert, meaning a player should be taken off the field.
All impact data is recorded and logged so that, over time, players have a complete picture of the forces their brain has been put under.
Says Dr. Alan Pearce, neuroscientist and expert on concussion: “The ultimate goal is that by bringing attention to the dangers of repeated concussions, we will help prevent life changing injuries at every level of the game, and protect the next generation of players.”
Released today, the final episode in an eight part content series created by Leo Burnett Sydney highlights the results achieved throughout the campaign by putting brainBAND to the test in a real life football game.
Says Vince Lagana, joint-ECD, Leo Burnett Sydney: “Developing the brainBand has been an eight month journey, but we’re still only beginning to understand the dangers of concussion. It’s exciting to know that we’re helping to expand that knowledge with technology that can provide real-time feedback – an essential part of reducing the alarm caused by concussions.”
Says Grant McAloon, co-ECD, Leo Burnett Sydney: “brainBand is technology doing what it does best: serving the needs of human beings. This approach has underpinned all the innovation work we have done for Samsung and it’s our ambition as an agency to create this sort of work in the future.”
The collaboration with Samsung Australia has inspired Dr. Alan Pearce and Braden Wilson to continue their research and development in the area of concussion, utilising the research learned through the Launching People campaign.
Follow the journey of Dr. Alan Pearce and Braden Wilson, with all eight episodes published via the website (www.samsung.com.au/launchingpeople/) and continue the conversation on Facebook and Instagram using the hashtag #MixedTalents
Agency: Leo Burnett Sydney
Production Company: The Pool Collective
Sound Studio: We Love Jam
Public Relations: Edelman, Sydney
10 Comments
Game changer! Literally.
Nice. Only question, was the tech samsung’s idea, and Leo’s just promoting it? Or
@ like it, but,
I was freelancing at Leo’s. This is definitely their idea. They’ve been working on it tirelessly. They called in some specialists (industrial designer and neuroscientist) and have been working on it for months and months.
So good to finally see it. Well done LB Sydney.
This years Clever Boy – just in time for Cannes.
Both ideas are just projects. They’ve done nothing – and will do nothing. The audacity of this companies doing this kind of shit to win awards depresses me and makes me sad that they are in the same industry as me. Its insincere.
The judges at Cannes were assured that the Optus Clever Boy was actually happening – it hasn’t and wont. Its just a concept with a prototype.
Same as this.
I really hope we see these type of initiatives cynically and don’t award them until they become reality.
@MG,
The Pr release specifically says “to have helped facilitate the work of Dr. Alan Pearce and Braden Wilson to create technology to aid research into concussion in sport.”
Samsung and Leos brought all the parties together to make it happen. Not 100% all from Leos.
As MG said above it takes proper time investment and dedication to get these types of ideas realised and I bet everyone involved threw their hat in the ring and invested together to achieve it. Almost like a start-up type mentality. Real collaboration between different skills and industries is the key. Some agencies in Australia are working out how to do it. I like it a lot.
Sadly, you get the impression that Leo Burnett’s couldn’t care less about genuine victims of concussion. In the same way as they don’t really care about young drivers (Samsung S-Drive), surfers or work-away soon-to-be dads (Gear VR) This is all about Lions. As it always has been and always will be. Nothing wrong with that, but just be honest.
@DN,
This sounds like an awesome collaboration between Leo Burnett and specialists in other fields. They came up with the idea and got specialists to help them – nothing new here. Same way you’d find a specialist to direct your film etc.
Big Idea. Congratulations to all involved!
@ Cannes You Believe it – Honesty in advertising? Are you a junior? Mate, you have lots to learn.
tell me thats not a brilliant pun?