Music vest wins Cannes Lions 2021 Pharma Grand Prix

At the 2021 Cannes Lions International Festival of Creativity, the Pharma Grand Prix went to "Sick Beats," an innovative product idea from sound company Woojer and Claire’s Place Foundation, a non-profit that supports individuals with cystic fibrosis. For individuals with CF, part of their treatment may involve wearing special vests that, through pressure and vibration, are designed to help clear patients’ airways by breaking up mucus, encouraging coughs and facilitating the movement of fluid in the lungs to upper airways. While effective, the treatment may feel like a burden to those with CF. The "Sick Beats" vest combines music with a special Woojer “Sick Beats” vest to make the treatment experience more enjoyable. The vest hooks up to users’ smartphones and pulls music at a specific sound frequency, 40 HZ, that’s as effective as traditional CF therapy in helping to loosen mucus in the lungs. Pharma Jury President Anne de Schweinitz, global managing director, healthcare at FleishmanHillard, said in a statement, “To turn tech to such an important, beautiful use in such a cool way, I think really blew everybody away in the jury room. . .there was an underlying feeling that this was going to be something really special.” In a livestreamed interview, Pam Savage, senior VP-creative director at Area 23 said, “We wanted to do something really great for children,” noting that it took about a month to get a prototype for the vest, while the entire project was years in the making. å

Woojer's music vest wins Cannes Lions 2021 Pharma Grand Prix

Featured Stories