American Society of Clinical Oncology - "The Most Beautiful Sound 1"

Grey New York

Grey New York New York, United States

1133

This ad is part of the ACT Responsible Collection

Brand: American Society of Clinical Oncology
Country: United States

Advertiser: American Society of Clinical Oncology

Title	The Most Beautiful Sound 1
Agency	Grey New York
Campaign	The Most Beautiful Sound
Advertiser	American Society of Clinical Oncology
Brand	American Society of Clinical Oncology
Date of First Broadcast/Publication	2022 / 4
Business Sector	Disease Awareness, Support Groups & Associations
Story	Scientific studies have shown that the diagnosis of cancer itself can lead to clinical stress, weakening of immune responses, and the inability to fight back against cancer.   To build resiliency and hope in patients, we captured something new for patients to hear —the sound of cancer cells dying and translated these data into sounds patients could listen to.
Philosophy	We formed an exclusive research agreement and 2 year, scientifically-validated study with Harvard Medical School. For the first time ever, the study isolated cancer cells (from different cancers) at the precise moment of apoptosis and captured its sound to help millions of people fighting cancer. We used a microscopy technique known as stimulated Ramen Scattering to image the microscopic details of cells and tissue via their inherit molecular vibrations. Then, we isolated cancer cells at the precise moment of apoptosis by projecting laser beams of different colors onto cells. When the energy difference between these colors matched the molecular vibration, we can see where molecules containing that vibration reside. This allowed us to map chemicals across space and time in cells and follow processes such as cells such as cell growth and cell death. This data and the inherit frequencies of the cells were translated into high fidelity sound and shared with patients. We then worked with Berklee School of Music to translate the sounds into inspiring musical album. In collaboration with the Berklee School of Music, Cancer Dojo and Clinical Nurse Specialists and leading oncologists, we are conducting a pilot sound therapy program available to hospitals, universities, patients, and caregivers. After studying thousands of cancer molecules and collecting millions of data points, Harvard Medical School has published the results from the study. It is also available on Cancer Dojo, an app that empowers cancer patients to play an active role in their recovery to make them more resilient to the negative effects of the disease; it will also be available for download on themostbeautifulsound.org. The Most Beautiful Sound has also launched with a website, radio ad, film, and will be a major presence at the ASCO convention.
Media Type	Poster
Chief Creative Officer	Tim Jones
Producer	Peter Bailey
Chief Creative Officer	Graham Drew
Art Director	Guy Bricio
Art Director	Sttenio Costa
Sound Design Company	Canja Audio Culture
Editor	Lucas Pimenta
Copywriter	Erica Gale
Global Chief Creative Officer	Javier Campopiano
Art Director	Laura Potucekk
Copywriter	Josh Eastmann
Copywriter	Viton Neto
Art Director	Jake Silvermann
Associate Creative Director	Darian Momanaee
Copywriter	Darian Momanaeee
Project Manager	Melissa Fu
Creative Contributor	Conn Bertish
Producer	Siobhan Carolan
Director of Photography (DOP)	Scott Clarkson
Producer	Neil Williamss
Graphic Designer	Darach McSherryy
Editor	Quinton Harris
Visual Effects Studio	LightFarmm
Voice Talent	Sarah Hunter
Production (Agency)	Townhouse
Production Company	Peter Bailey Productions
Editorial	Hogarth
Production Company	Gramercy Park Studioss
Post Production	Showoff