Bronze
Design
Experiential Design
Entrant: | Sela x Newcastle United, Newcastle Upon Tyne |
Brand: | Sela Sound Shirt |
Title: | "Unsilence The Crowd" |
Corporate Name of Client: | Sela |
Events and Live Experiences Company: | Sela , Jeddah |
Sports Marketing Company: | Prism Sport + Entertainment, London |
Communications Company: | Spectacle, London |
Sports Brand Company: | Newcastle United, Newcastle Upon Tyne |
Technology Company: | Cute Circuit, London |
Description:
Sela and technology partner, Cute Circuit, incorporated haptic technology into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing this community to experience the atmosphere of a live football match like never before.
The technology debuted at NUFC’s Premier League game against Tottenham Hotspur in front of 50,000 people, with millions more on TV and with a match take over to bring the campaign to life.?
The use of this breakthrough technology in Unsilence The Crowd was ‘revolutionary’ in increasing accessibility for deaf fans. The wider impact of the campaign is already being seen, with Sela working towards mass adoption of the technology across the sporting world, including commitments from several major European football leagues to introduce the technology.