Taking home the top honor in Experiential, the Grand Prix, is Sela for its innovative project "Unsilence the Crowd" with Newcastle United. The work also received a Chair's Award in PR. Created by PRISM Sport + Entertainment, a VML company, the work was built on the belief that football is an experience meant to be felt, not just seen. Leveraging St. James’ Park stadium’s renowned atmosphere, Sela partnered with technology provider CuteCircuit to develop haptic-enabled replica NUFC shirts that transform stadium noise into real-time touch sensations. This groundbreaking approach allowed deaf fans and fans with hearing loss to feel the game’s energy, as the entire soundscape was translated into a sequence of tactile pulses across the torso, bringing the stadium experience to life in an entirely new way. Watch the video below to see how Sela and Newcastle United set a new standard for inclusivity in sports.
"Unsilence the Crowd" by PRISM Sport + Entertainment, a VML company, for Sela
- Grand Prix in Experiential
- Chair's Award in PR
- Gold in Experiential: Community-Focused Experience
- Gold in Experiential: In Person (1-1000)
- Gold in Experiential: Sports
- Gold in Experiential: Open Air Experiential Activation
- Gold in Social Purpose: Content for Good
- Gold in Media: Sponsorship
- Gold in Media: Sport
- Gold in PR: Innovation
- Silver in Experiential: Integrated Experiential Activation
- Silver in Social Purpose: Experience for Good
- Silver in Social Purpose: PR for Good
- Silver in Social Purpose: Video & Film
- Silver in Design: Technical Achievement
- Silver in Media: Content
- Silver in PR: Sports
- Silver in Content: Sports
- Silver in Content: Video and Film
- Bronze in Social Purpose: Brand Partnership
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