Cannes Lions
GREY, New York / AMERICAN SOCIETY OF CLINICAL ONCOLOGY (ASCO) / 2023
Awards:
Overview
Entries
Credits
Background
To build resiliency and hope in patients, we captured a new sound in oncology—the sound of cancer cells dying. We translated this data into sounds patients could hear, because taking something invisible and making it tangible is a powerful healing tool.
We knew Harvard Medical School was at the forefront of this technology and formed an exclusive partnership with them, resulting in a 2 year, scientifically-validated research study. 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 then worked with Berklee School of Music to translate this inspiring sound into a tool to help patients with cancer. The sound is an open-sourced sound therapy available for all hospitals, universities, and caregivers. Most Beautiful Sound has also launched with a website, radio ad, film, and will have a major presence and exhibition at ASCO.
Idea
To build resiliency and hope in patients, we captured a new sound in oncology—the sound of cancer cells dying—and turned something abstract into something tangible.
We knew Harvard Medical School was at the forefront of this technology and formed an exclusive partnership with them, resulting in a 2 year, scientifically-validated research study. 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 then worked with Berklee School of Music to translate this sound into a musical album to help renew hope and resiliency in patients with cancer and created a pilot sound therapy program. The sound is an open-sourced sound therapy as well, available for all hospitals, universities, patients, and caregivers. The Most Beautiful Sound program includes a website, radio ad, film, and major presence and exhibition at the ASCO convention.
Strategy
The Most Beautiful Sound began with a 2 year, scientifically-validated study and exclusive research agreement conducted with Harvard Medical School that captured the sound of cancer cells dying from multiple cancer types.
We started by isolating cancer cells (from multiple cancers) at the precise moment of cellular death. Using a microscopy technique known as stimulated Ramen Scattering, Harvard scientists imaged the microscopic details of cells and tissues via their inherit molecular vibrations that are present in all molecules. Then, laser beams of different colors were projected on to cells to measure their vibrations. 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. After examining thousands of cancer molecules and collecting millions of data points, the data from the 7 most prolific cancer cell lines were then measured and sonofied into high fidelity sounds.
Execution
After examining thousands of cancer molecules and collecting millions of data points, the data from the 7 most prolific cancer cell lines were measured and sonofied into high fidelity sounds. For the first time, we turned something abstract into something tangible to empower patients.
In collaboration with the Berklee School of Music and Cancer Dojo, the Most Beautiful Sound is being brought to patients everywhere through a pilot sound therapy program.
Along with Clinical Nurse Specialists and leading oncologists, we’re giving the sound away as an open-sourced therapy to hospitals, universities, patients, and caregivers. It’s also available on the Cancer Dojo app. The Most Beautiful Sound has also launched with a website, radio ad, film, and major presence at the ASCO convention.
We know that through the power of psychoneuroimmunology, we can inspire resilience and in turn, more positive outcomes for our patients.
Outcome
After studying thousands of cancer molecules and collecting millions of data points, Harvard Medical School has published the results from the study. What’s more, in collaboration with the Berklee School of Music and Cancer Dojo, the Most Beautiful Sound is sharing the sound with patients everywhere through a pilot sound therapy program. It will be an open-sourced program available for all hospitals, universities, patients, and caregivers. 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 launched with a website, radio ad, film, and upcoming major presence at the ASCO convention.
We know that through the power of psychoneuroimmunology, we can inspire resilience and more positive outcomes for our patients.