SICK BEATS

WOOJER / AREA 23, AN IPG HEALTH NETWORK COMPANY NEW YORK + Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
CREARCHIVE Score
123
WOOJERSICK BEATS2022
Case Film
BrandWOOJER
AgencyAREA 23, AN IPG HEALTH NETWORK COMPANY NEW YORK + Area 23, An FCB Health Network Company / New York + Claire’s Place Foundation / Redondo Beach, CA + Woojer / Herzliya, Israel
Award ShowCannes Lions
CategoryINTEGRATED
Year2022
CountryUnited States
Description

About the Work SICK BEATS by Woojer is the world’s first music-powered airway clearance vest for CF, using the clinically proven modality of soundwave therapy to merge the music kids love with the daily treatment they need, all on the Spotify platform. It’s been clinically proven that 40Hz soundwaves are as effective as traditional vests in loosening and expelling mucus* (see bibliography provided in Supplemental Information). Our goal was to apply this proven science to an experience that kids would not only endure but enjoy. *https://bit.ly/2PFowdh Working with Woojer, we modified their consumer haptic vest to meet the needs of CF treatment—adding additional transducers, optimizing lung placement, and boosting the 40Hz output. The SICK BEATS vest syncs with your smartphone, pulling sound frequencies from your music to deliver them to the chest. The Sick Beats experience operates through Spotify where we have curated thousands of 40Hz songs, using an AI-enabled sniffer to identify appropriate songs from different genres. Kids can discover new 40Hz music and create custom therapeutic playlists for the vest, all in their Spotify App. Working with Claire's Place Foundation, a CF advocacy group, we made the vest accessible to the 2,000+ CF patients within their network. The vest is available to members of the Claire’s Place network, on rolling basis, free of charge, to people interested in the experience trial. 20 kids joined our proof-of-concept trial. Their stories were popularized in the CF community, creating high interest in trial participation. The experience trial is still ongoing, as the kids continue to provide product feedback. Not yet commercially available, the product is now in clinical testing to prove efficacy and begin the path to FDA approval.

Awards
  • • Cannes Lions — CREATIVE STRATEGY — Silver
  • • The One Show — Innovation & Transformation / Innovation in Health & Wellness — Gold Pencil
  • • The One Show — Physical Products — Gold Pencil
Credits
AgencyArea 23, an FCB Health Network Company / New York
PhotographyFuze Image / Curitiba
Client / BrandClaire's Place Foundation / Redondo Beach, CA Woojer / Herzliya, Israel
Digital AgencyThe Embassy / Vancouver, BC, Canada
Music ProducerJuan Woodbury
Print ProductionFrank Laport
Product EngineerAaron Stack
Creative DirectorArthur DaraujoCorinne FeightEduardo TavaresFabio RodriguesKristen Bell
Broadcast ProducerCassandra BullChristine Anisko
Chief Creative OfficerFred LevronTim Hawkey
Visual Effects CompanyCHRLX / New York
Group Creative DirectorDavid AdlerJason GraffPamela Savage
Post Production CompanyBandit / New York
Executive Creative DirectorElliot Langerman
Musical Artist “Banger24”Adoptable
Music / Sound Production CompanyYessian / New York
Group Director, Broadcast ProductionChinkara Singh
SVP, Director, Integrated ProductionJennifer Ma
VP, Director of Integrated ProductionMiona Mui
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