Pepsi The Sound of Football
Pepsi is funding amazing ideas that refresh the world. One of the first projects is “The Sound of Football”, an experiment in the art of blind football. Pepsico/Carlsberg in Sweden arranged a football match between a team of visually impaired players and a team of former professional footballers. The goal was to see how the teams performed under equal conditions, in a match where no one can see.
Tracking technology, the same used at the latest FIFA World Cup, was used to get the position of each player in real time on the football pitch. This information was then fed into an iPhone located on each player’s head and converted into binaural 3D sound. The created sounds for things important on the pitch like the nearest players, the ball and the goals. Through headphones each player could hear what was happening and get a sense of distance between things. The sensors in the iPhone allowed players to locate where the sounds come from when they move their head.
Click on the image below to play the case study video in YouTube (HD)
Hear more about the expectations and experiences from the two teams. Click on the image below to play the video in YouTube (HD)
Learn more about tracking technology used on the football pitch. Click on the image below to play the video in YouTube (HD)
Listen to our technologist explain the various challenges in the project. Click on the image below to play the video in YouTube (HD)
Experience the blind way of playing football with our binaural 3D sound demo. See Technology Explained for a more in-depth explanation of how it works. Best experienced with headphones. Click on the image below to play the video in YouTube (HD)
The Sound of Football campaign was developed at Åkestam Holst, Stockholm, by creative director Martin Cedergren, art director Björn Kusa, copywriter Patrick Dry, executive digital producer Alex Picha, account executive Thomas Gibson, executive account director Kjell Månsson, working with Pepsico/Carlsberg Sweden marketing team Ellinor Johansson, Tomas Adolfsson, Christel von Schantz, Henric Byström, Sofia Gullholm.
Filming was produced at Society 46 by creative director Kalle Thyselius, creative technologist Ellen Sundh, director Henrik Gyllenskiöld, sound designer Jon Pontén, motion artists Robin Lantz, Fredrik Forrest, designer Christoffer Öberg-Runfors, developer Jonas Stattin, production assistant Marcin Tallmarken, producer Kristina Nilsson, executive producer Karl Rosander.
PR was handled by Tobias Helmer at Prime Group.
The campaign was sponsored by The Swedish Sports Organisation for the Disabled, The Swedish Association of Visually Impaired Youth, POC Sports, Beats by Dr Dre, AEG/Stockholm Globe Arenas and Kappa.
Music in the first video is Giuseppe Verdi’s “Nabucco – Va pensiero” recorded by Rundfunk Sinfonie Orchester und Chor Ljubljana, Marko Munich, Mirko Cuderman