Demo Film

Presentation Image

Title	SAYLISTS
Brand	WARNER MUSIC GROUP
Product/Service	PLAYLISTS
Category	C01. Curation of Data
Entrant	ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Idea Creation	ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Production	ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
Additional Company	WARNER MUSIC London, UNITED KINGDOM

Name	Company	Position
Conor Cunniffe	Rothco, part of Accenture Interactive	Copywriter
Rob Maguire	Rothco, part of Accenture Interactive	Creative Director
Shane O’Riordan	Rothco, part of Accenture Interactive	Design Director
Bronagh O'Donnavan	Rothco, part of Accenture Interactive	Strategist
Aisling Clarke	Rothco, part of Accenture Interactive	Art Director
Sam Caren	Rothco, part of Accenture Interactive	Art Director
Niall Eccles	Rothco, part of Accenture Interactive	Developer
Hannah Gallagher	Rothco, part of Accenture Interactive	Post Producer
Jessica Derby	Rothco | Accenture Interactive	Executive Producer
Cristiane Schmidt	Rothco, part of Accenture Interactive	Art Director, Designer, Motion Designer, Editor, Stop Motion Artist
Raphael DaSilva	Rothco, part of Accenture Interactive	Art Director, Designer, Motion Designer, Illustrator, Animator
Gabriel Teixeira	Rothco, part of Accenture Interactive	Art Director, Designer, Motion Designer, 3D Generalist
Paul Power	Rothco, part of Accenture Interactive	Video Editor
Ray Swan	Rothco, part of Accenture Interactive	Agency Creative Director
Jen Speirs	Rothco Part of Accenture Interactive	Executive Creative Director
Alan Kelly	Rothco, part of Accenture Interactive	Chief Creative Officer
Richard Carr	Rothco, part of Accenture Interactive	CEO | MD Accenture Interactive
Patrick Hickey	Rothco, part of Accenture Interactive	Executive Chairman
Zara Flynn	Rothco, part of Accenture Interactive	Managing Partner Rothco Accenture Interactive
Sean Cushen	Rothco, part of Accenture Interactive	Senior Account Manager
Lauren McNinney	Rothco, part of Accenture Interactive	Agency Resource & Operations
Clair Fleming	Rothco, part of Accenture Interactive	Agency Resource & Operations

Describe the creative idea

This may seem like a normal collection of songs, but these are the first playlists in the world where singing along can help you overcome a speech impediment. Repetition is key to overcoming a Speech Sound Disorder, but for kids, repetition is boring. Except when it happens in music. Warner Music teamed up with Apple Music to analyse over 70 million song lyrics, isolating songs in which particular sounds occur in particular patterns that are beneficial for speech therapy. These songs were collated into Saylists: playlists categorised by problem sounds, providing an easy, accessible, and enjoyable way for kids to practise the sounds they have trouble with, simply by singing along to their favourite songs.

Describe the execution

As part of Warner Music’s corporate social responsibility, they support initiatives in music with positive social impact. Musicians have long used their art to help with Speech Sound Disorders (including WMG’s Ed Sheeran), so we decided to formalise the relationship between music & speech therapy. We developed an algorithm to analyse song lyrics for specific sounds occurring with a certain frequency, as well as other conditions (proximity & placement). It then analysed over 70 million songs in search of those that demonstrated genuine therapeutic value. All were scored and ranked. Songs that scored highest and fit listener profile were compiled into Saylists categorised by problem sound. The Saylists were launched on Apple Music where they’re easily accessible to all, with supporting communications on social channels. The Saylists will be available indefinitely, with data available to create additional Saylists in the future to continually refresh the platform and the offering to listeners.