McCANN ERICKSON, New York / THE BRADY CAMPAIGN / 2014
There are two significant innovations in this work. The first is in the adaptation of voiceprint technology for social cause purposes. There are myriad social causes, myriad paper petitions and donations driver sites, but none have employed emergent voice print technology as an individual “signature file”. It is a hugely innovative step, one that sets the bar for brands and governments alike going forward. The next innovation piece here involves how advertising and technology were brought together and combined to create a new communications platform that married old-school cause and social outreach with new-school tech. Each alone, existed independently as a channel of communications. By bringing them together- the literal world of the march on DC, the customized bespoke world of the individuals voice print, we created an integrated and individualized campaign like no other.
The technology we employed was adapted specifically for this brand and is designed for individuals worldwide. We expect to see more and more voice signature tech applied to social cause platforms worldwide in years to come.
Voice Signature technology will only become more and more pervasive as a means of legitimate signature for documents and causes of all kinds. Allowing people to design, develop, customize and deploy their own unique voice ID opens the doors to transformative behavior online across all media. We expect to continue to explore developing this technology’s application in all areas of our creative tech and brand work and are currently exploring options with our client team and patent lawyer to patent this tech for future work in our gun control campaign work.
OGILVY & MATHER , Chicago
2016, THE BRADY CAMPAIGN
THE CAMPAIGN PALACE, Sydney
2008, RSPCA AUSTRALIA