Perform like an Olympian? Probably not, but Performance Enhancing Music is uniquely personalised audio tracks scientifically designed to create the desired mental and physical response to help athletes to perform at their best. The music idea come from CHE Proximity and has been produced by official Olympic sponsors, Samsung & Optus, for Australia’s Olympic athletes.
Richard Shaw & Jeremy Hogg, creative directors at CHEP, commented, “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.”
The full tracks have been released in partnership with Spotify so that anyone can use them and through SnapChat, people can also take the stems of these tracks and personalise them to create their own unique Performance Enhancing Music.
To make the music performance enhancing, isochronic tones are integrated into it with specific BPM and intense personalisation including personal mantras, moments from former successes and the athletes’ favourite artists. The scientific research and testing of three select athletes was overseen by Professor Frank Millward PhD and Dr Damien Lafont PhD. The tracks were 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 Aria winners, Sheppard; Ian Kenny (Lead singer of Karnivool); Jordi Davieson (lead singer of 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.
Eric Chou, director of product marketing from Samsung, stated, “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.”
Mel Hopkins, chief marketing officer at Optus, added, “This was a true collaboration, not only between brands, but between art and science to support our athletes.”
The Performance Enhancing Music playlist is integrated into a campaign that launched with a short documentary and is supported across film, digital, social and OOH.
Credits:
Client: Samsung Australia
President SEAU: Brian Cha
Director of Product Marketing: Eric Chou
Head of Brand Marketing IM: Hayley Walton
Group Partner Marketing Manager IM: Jason Ridge
Channel Marketing Manager IM: Danielle Hoppitt,
Marketing Manager IM: Alicia Malmur
Marketing Executive IM: Lilly Lloyd
Client: Optus
Director of Sponsorship & Retail Marketing: Benjamin Lawless-Jennings
Associate Director, Sponsorship & Retail Marketing: Danielle Rapley
Sponsorship & Marketing Consultant: Jen Coleman
Agency: CHE Proximity
Chief Creative Officer: Gavin McLeod
Executive Creative Director: Justin Ruben
Creative Directors: Richard Shaw & Jeremy Hogg
Senior Art Director: Daniel Smith
Senior Copywriter: Ernie Ciaschetti
Head of Strategic Production: Tash Johnson
Executive Producer:Sophia Tubby
Managing Partner: Jonny Berger
Group Account Director: Grace Vizor
Account Directors: Peter Thomas & Blade Griffiths
Senior Account Manager: Raisa Mushrafi
Chief Media Officer: Mike Deane
Head of Media Strategy: Tim Russell
Communications Planning Director: Alex Connell Director
Head of Art: Tim McPherson
Senior Digital Designer: Joe Tran
Head of Mixed Reality: Charlotte Bruton
Operations Director: Mary Anne Truong
PR: Edelman
Director & Group Head of Technology: Natasha Brack
Associate Director: Thom Landers
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
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
Sonic Branding: Resonance
Music Director: Ramesh Sathiah
Audio Director: Ralph Van Dijk
Managing Director: Ian Lew
Senior Brand Consultant: Dominic Burnham
Senior Music Creative: Ryan Dickinson
Consulting Academic: Dr Frank Millward
Music: Big Sync Music
Music Supervisor & Country Manager: Michael Szumowski
Audio: Song Zu Sydney
Sound Design & Mixing: Abby Sie
Sound: Predrag Malesev
OptiBrain: Dr Debbie Crews
Make-up: Alli Boyle
