In Australia, Samsung teamed with Leo Burnett Sydney to tackle a health problem that's captured headlines and even inspired books and a major motion picture: concussion in sports. It's a huge issue for the NFL, as research has shown that blows to the head have led to the brain damage and deaths of professional players. And it's huge issue down under, as well, affecting the popular sport of rugby.
The brand brought together two experts, neuroscientist Dr. Alan Pearce and industrial designer Braden Wilson to collaborate on a prototype device that will help us to study and better understand the impact of concussions.
The BrainBand, as it's called, is a headband equipped with sensors on the back that measure the force of an impact. Lights embedded into the band also show the severity of a blow to the head: yellow, orange and red, the latter which signals high alert and that a player should be pulled from the field. Data is transmitted to medics, coaches and referees in real time via Samsung devices.
The brand and agency created an eight-part series documenting the development of the device and recently debuted the final installment, featured here, in which the BrainBand is tested in a real-life football game.
The effort is part of Samsung's Global Initiative, Launching People, which has paired experts from different fields to tackle some of the world's big problems.
"Developing the brainBand has been an eight-month journey, but we're still only beginning to understand the dangers of concussion," said Leo Burnett Sydney Joint ECD Vince Lagana. "It's exciting to know that we're helping to expand that knowledge with technology that can provide real-time feedback--an essential part of reducing the alarm caused by concussions."
Co-ECD Gran McAloon added, "BrainBand technology doing what it does best: serving the needs of human beings. This approach has underpinned all the innovation work we have done for Samsung and it's our ambition as an agency to create this sort of work in the future."
Even though the series has ended, Dr. Pearce and Mr. Wilson will continue their research and development in the area of concussion.