Home Gallery Interactive (video) Samsung Voices of Life Samsung's Latest Tech Helps Parents Connect With Their Premature Babies Voices for Life app 'Wombifies' Sounds of Mother's Voice By Alexandra Jardine. Published on May 03, 2016 Editor's Pick Samsung has been making a big play of creating technology that's actually useful for humankind, rather than clever for technology's sake -- it's one of the reasons the brand was recently named marketer of the year by the 2016 Cannes Lions. We've see this in a number of innovative campaigns aimed around parents and kids -- last year it used virtual reality to help a father witness the birth of his child remotely, just this week it launched virtual reality protoype that lets parents read kids bedtime stories from afar, and here's another project from the brand, that aims to connect parents with premature babies. Agency Leo Burnett Chicago and production company Unit9 developed an app, Voices for Life, that lets parents make recordings -- whether it's saying goodnight, singing a lullaby, or simply talking -- which are then played to the baby in their incubator. The clever part is that the app records the mother's voice along with her heartbeat, "wombifying" the sounds and playing them to the baby through a speaker inside the incubator. This is based on the insight that, without the benefits of reaching full development in the womb, preemies can lose the nurturing sounds of their mothers, replaced by the beeping of machinery. This disconnect between the mom and her baby puts the child at higher risk of developing language and attention deficits. But the idea is about more than that -- it also gives comfort to the parents, who can feel bereft if they're unable to bring the baby home and hold it. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateMay 03, 2016Agency:Leo Burnett ChicagoClient:SamsungDigital Production Company:Unit9 Tagstechnology CategoryApp Latest Creativity News on Ad Age You Might Fall Asleep Before You Find Out Who's Behind This Weird Late-Night Campaign ANA Aims to Standardize Gender Equality in Ads Burger King: A Look Back at Some of the Best Ideas From Cannes Lions' Creative Marketer of the Year Related work Samsung: Samsung Galaxy -- The Rest of Us Wieden & Kennedy Portland Samsung: The Night Before Wieden + Kennedy Portland Samsung: Gear S3 World Choir Cheil U.K.