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Creative

Samsung and Optus Get Athletes Olympic Ready with Scientifically Developed Music

Through CHE Proximity, the uniquely personalised audio tracks scientifically designed to create the desired mental and physical response

Samsung and Optus Get Athletes Olympic Ready with Scientifically Developed Music

To help support athletes in Tokyo, official Olympic partners Samsung and Optus today 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. 

Eric Chou, director of product marketing from Samsung said: “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 from Optus said: “This was a true collaboration, not only between  brands, but between art and science to support our athletes.” 

Richard Shaw & Jeremy Hogg, creative directors at CHEP said, “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. 


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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

Optus

Director of Sponsorship & Retail Marketing: Benjamin Lawless-Jennings

Associate Director, Sponsorship & Retail Marketing: Danielle Rapley

Sponsorship & Marketing Consultant: Jen Coleman

CHEP

Chief Creative Officer: Gavin McLeod

Executive Creative Director: Justin Ruben

Creative Director: Richard Shaw

Creative Director: 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 Director: Peter Thomas

Account Director: Blade Griffiths

Senior Account Manager: Raisa Mushrafi

Chief Media Officer: Mike Deane

Head of Media Strategy: Tim Russell

Communications Planning Director: Alex Connell

Investment Director: Elizabeth Lonsdale

Addressable Director: Sophie Curtain

Senior Addressable Manager: Sue Lau

Investment Trader: Amanda Bodagh

Ad Ops Manager: Andrea Quach

Head of Art: Tim McPherson

Senior Digital Designer: Joe Tran

Head of Mixed Reality: Charlotte Bruton

Mary Anne Truong, Operations Director
Edelman

Director & Group Head of Technology: Natasha Brack

Associate Director: Thom Landers

Production

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

Post Production: The Glue Society Studios

Editor: The Glue Society

Post Production Supervisor: Scott Stirling

Grade: Andy Clarkson

Online: Viv Baker

Resonance Sonic Branding

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

Big Sync Music

Music Supervisor / Country Manager: Michael Szumowski

Song Zu Sydney

Sound Design & Mixing: Abby Sie

OptiBrain
Dr Debbie Crews