Pepsi Digital Pepsi: The Sound Of Football by Akestam.holst Stockholm

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Pepsi: The Sound Of Football

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Industry Soft Drinks
Media Digital, Interactive & Mobile
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Copywriter Patrick Dry
Production Society 46
Creative Director Kalle Thyselius
Art Director Björn Kusa
Producer Kristina Nilsson
Photographer Gordon Andersson
Released November 2011

Credits & Description

Pepsi is funding amazing ideas that refresh the world. Åkestam Holst and Society 46 created “The Sound of Football” to give visually impaired people a better football experience and maybe, in the future, create new aides that enable you to “see” with sound. As a first test, we arranged a football match between a team of visually impaired players and a team of former professional footballers. We wanted to see how they would perform under equal conditions – in a match where no one can see.

How it works: We used tracking technology, the same used at the latest FIFA World Cup. Through the system we can get the position of each player in real time on the football pitch. This information is then fed into an iPhone located on each player’s head and converted into binaural 3D sound. We created sounds for things important on the pitch like the nearest players, the ball and the goals. Through headphones each player can hear what is happening and get a sense of distance between things. And the sensors in the iPhone allow players to locate where the sounds come from when they move their head.

Advertising Agency: Akestam Holst, Sweden
Production Company: Society 46
PR Agency: Prime PR
Creative Director: Martin Cedergren
Art Director: Björn Kusa
Copywriter: Patrick Dry
Executive Digital Producer: Alex Picha
Account Executive: Thomas Gibson
Executive Account Director: Kjell Månsson / Society 46
Creative Director: Kalle Thyselius
Creative Technologist: Ellen Sundh
Film Director: Henrik Gyllenskiöld
Sound: Jon Pontén
Motion Artists: Robin Lantz, Fredrik Forrest
Design: Christoffer Öberg-Runfors
Developer: Jonas Stattin
Production Assistant: Marcin Tallmarken
Producer: Kristina Nilsson
Executive Producer: Karl Rosander
3D Sound Production: The Line
3D Camera Technology: Tracab
Photographer: Gordon Andersson
PR: Tobias Helmer / Prime Group